• by Fern Siegel , May 8, 2023

A solid night's sleep is an essential — and most of us never get enough.

Sleep Number thinks it can help, with new smart-bed technology. And the new "Sleep Next Level" brand-positioning campaign highlights the options.

Created by 72andSunny, and featuring actress Gabrielle Union and her husband Dwyane Wade, an NBA star who played for the Heat for 16 years.

The campaign is running several spots for broadcast, streaming and social media, directed by Paul Hunter of PrettyBird.

“We finally found our own optimal sleep [settings], to suit our different needs. Our relationship is going strong because we have figured out how to sleep comfortably,” said Union.

The ads note that no two people sleep alike — and sleep patterns change depending on age or injury, pregnancy, etc. Couples often have different sleep needs. Personalizing the experience can help improve nightly sleep over time. Sleep Number tech includes balancing your sleep temperature, adjusting mattress firmness and Air tech that adjusts the bed's comfort as you move in your sleep, contouring to your back, stomach and side.

Elaine Cox, executive creative director, 72andSunny said: “Gabrielle Union and Dwyane Wade recently fell in love with the Sleep Number smart bed after sleeping on one while traveling, and we knew they were the right fit for the  brand. They are not only ambitious when it comes to professional achievement, but are also champions of personal growth and health.”

72andSunny and Sleep Number are also NFL partners. The two are developing an NFL-specific campaign, launching this upcoming NFL season. 72and Sunny has been the NFL's agency of record since 2019.

The agency also won AOR duties for Wingstop Restaurants in April.

72andSunny has offices in Los Angeles, Brooklyn, Amsterdam and Sydney. Clients have included Activision, adidas and Carl’s Jr./Hardee’s.