• by Fern Siegel , 4 hours ago

A good night’s sleep is a must for everyone. Sleep Number wants to ensure it with its new ComfortMode mattress.

To highlight the $1,599 brand, Fallon created a new campaign. The theme is that you live a better day if you have a restful night. Or as Shakespeare noted: “We are such stuff as dreams are made on; and our little life is rounded with a sleep.” 

The new 30-second ad is available on YouTube and runs across linear TV, online video, audio platforms and Sleep Number’s social platforms.

Nikki Baker, CEO of Fallon, said: "Our ‘outsmart versus outspend’ philosophy is the perfect match for Sleep Number’s spirit of innovation. It’s about moving past the technical noise of the category to reconnect with the human side of sleep. Together, we’re not just launching a campaign, we’re modernizing the brand identity to ensure Sleep Number is the obvious choice for a much broader audience." 

The brand is reshaping its marketing and creative to drive engagement and ROI. The ad is less about the mattress’ materoa; and more how it adjusts to each sleeper’s comfort. Doctors have long recognized that a solid sleep is as essential to good health as diet and exercise.

“By telling stories that mirror people’s real, evolving lives, the campaign brings the value of ComfortMode to life in a more authentic way,” added Amber Minson, Sleep Number’s CMO.

Sleep Number claims to have helped more than 16 million people achieve their best sleep. It was rated No. 1 in comfort by J.D. Power and is the official sleep partner of the NFL.

Fallon’s creative work includes Novartis, Walmart, Cuisinart and Disney.