RPA launched a Mother’s Day effort for Tempur-Pedic telling moms, “You’re Important. Sleep Like It.”
Based on the rather obvious insight that mothers don’t get enough sleep, the campaign combines this idea with with some well-intentioned trickery. A group of moms were told that they were being interviewed for a game show. Instead, the agency asked them about their sleeping habits (spoiler: they don’t get enough of it) before surprising them with a video of children, husbands and other loved ones telling them how much they’re appreciated. If the latter sounds familiar, it’s because variations on the formula have been trickling in for the past couple of weeks, including Doner’s “Doin’ Good” for Minute Maid and Leo Burnett Chicago’s Mother’s Day spot for Hallmark. RPA’s effort with families presenting the moms with Tempur-Pedic mattresses, which is a nice gesture but probably not going to help all that much with the sleep issue (since the moms’ problems stem from not having time for sleep, rather than dissatisfaction with their mattresses). It doesn’t help that the spot follows on the heels two ads using the same basic formula. Still, the mom-pleasing spot managed to generate over 600,000 views on YouTube since being uploaded at the end of last month, so we suppose this formula gets recycled for a reason.
Credits:
Client: Tempur Sealy
Title: Moms: You’re Important
Agency: RPA
EVP, Chief Creative Officer: Joe Baratelli
SVP, Executive Creative Director: Jason Sperling
SVP, Chief Production Officer: Gary Paticoff
VP, Creative Director: Alicia Dotter Marder
Jr. Art Director: Dennis Haynes
Jr. Copywriter: Megan Leinfelder
VP, Director – Content: Mark Tripp
VP, Director of Digital Production: Dave Brezinski
Sr. Digital Producer: Ana Ponce
Digital Production Coordinator: Kristin Varraveto
EVP, Management Account Director: Tom Kirk
VP, Account Director: Rebecca Mendelson
Account Supervisor: Amanda de la Madriz
Supervisor, Digital Content Strategy: Joanna Kennedy
Production Co: Bö’s House of Visual Arts
Director: Mark Tripp
DP: Stephen Carmona
Producer: Tracy Chaplin
Production Designer: Kristen Vallow
Editorial: Butcher Post
Editors: Teddy Gersten/Nick Pezzillo
Assistant Editor: Amy Rosner
Executive Producer: Rob Van
Post Producer: Alexa Atkin
Lead Flame Artist: Moody Glasgow
Telecine Company: The Mill
Artist: Adam Scott
Executive Producer: Thatcher Peterson
Audio Post Company: Lime
Audio Post Mixer: Dave Wagg
Casting: Cornwell Casting
Casting Directors: Jason Cornwell, Damon Collazo, Sandra Petko
Casting Producer: Tina Eisner