Supporting Rest for the Weary

Select Comfort is increasing its ad spending by a third to highlight “sleep problems” in an estimated $50 million campaign that breaks on Nov. 22.

Five new spots created by Euro RSCG MVBMS Partners in New York for the Minneapolis-based mattress marketer comically pinpoint and solve spe cific problems, such as that of a pregnant woman who’s sleep ing for three—herself, the child she’s carrying and her overweight husband.

Another spot features a man with a bad back, who thinks the only rem edy would be a barefoot masseuse walking all over him, until he gets a Select Comfort mattress.