Hallmark's "Put Your Heart to Paper" campaign featured interviews with people who didn't know their moms were watching. Now, Tempur-Pedic has hit it big with the opposite—interviews with moms who didn't know their kids were watching, and didn't know they were about to get a very nice surprise.
IDEA: Mattress ads usually promise you the best eight hours of sleep you've ever had. Tempur-Pedic's new campaign looks at the other 16 hours. "You've got sheep trying to put you to sleep. You've got people floating on mattresses in white pajamas," Carmichael Lynch chief creative officer Dave Damman said of the competition.
Tempur-Pedic expanded its relationship with Carmichael Lynch, giving the Minneapolis agency responsibility for media planning, buying and analytics.
Tempur-Pedic hired Interpublic’s Huge L.A. as its new digital agency, following a six-month review. Razorfish, the Publicis Groupe incumbent, did not participate.