Serta Launches New Campaign From Leo Burnett
Marks Agency’s First Work for Brand Since Winning the Business in October 2017
Leo Burnett Chicago’s first work with Serta debuted as the brand unveiled a campaign across multiple touchpoints including three TV spots, online videos, print and radio advertising, social content and in-store advertising. The master brand campaign is the the first project for the agency and client since Leo Burnett won Serta’s creative business in fall 2017. The first spot promotes Serta’s new iComfort Hybrid mattress.
“When we set out to create a new campaign for Serta, we had one goal: To get people who are shopping for a mattress to ask for Serta by name. Which is tough, because so many brands in this category start with the letter S,” said Britt Nolan, chief creative officer, Leo Burnett.
The new work represents Leo Burnett’s evolving focus on solving human problems. The campaign aims to position the mattress as a form of indulgence, while getting consumers to question whether they really know comfort.
To communicate the idea that people do not realize they’re less comfortable than they could be, the campaign plants a seed of doubt via fictional character Rick Blomquist. Rick thinks he knows everything there is to know about comfort. That is, until he tries a Serta mattress.
He then realizes he’s only been sorta comfortable, when he could be Serta comfortable.
“To [get people to ask for Serta by name], we had to do two things. First, equate Serta mattresses as the ultimate level of comfort,” Nolan continued. “And second, make sure the name ‘Serta’ is unmistakable. ‘Not just sorta comfortable, Serta comfortable’ nails both. No other brand can say that.”