Barkley OKRP is debuting a new spot for Inspire Medical Systems, a tech provider of sleep
apnea treatment.
The agency was named AOR in May.
To reach the boomer generation, the ad, titled “Whispermonial” features Joan Vassos and a sleeping Chock Chapple, her fiance from
"The Golden Bachelor." The thrust is that he sleeps through the night — without snoring — a big plus for his partner. Earlier ad efforts for the brand were confusing, as viewers did
not realize Inspire was an implant treatment. This iteration highlights the wearable technology.
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Another ad, "Scrooge," is a
modern take on Dickens' "A Christmas Carol." Getting a night's sleep alters his “bah
humbug” attitude.
The creative spans TV, paid search, earned media and social. The spots promote Inspire, an implant device that sends pulses to your airway muscles to keep
them open, allowing for regular breathing and sleep.
The Inspire push is that utilizing the implant negates the use of a mask and tubing. The device is placed near the collarbone during a
60-minute outpatient procedure.
“What if Scrooge was a delightful man who just had sleep apnea?” Doug Hentges, executive creative director at BarkleyOKRP, suggested to Agency
Daily. “Humor helps us get people to pay attention, but underneath it is a very real truth: untreated sleep apnea can change your mood, your energy, and your entire outlook on
life.”Inspire claims more than 30 million Americans suffer from sleep apnea.