Doner Breaks Up with Counting Sheep for Serta

By Erik Oster 

Serta’s lead creative agency, Doner, worked with director John Hamburg (Along Came Polly, I Love You Man) and Aardman animation director Peter Peake to launch “It’s Over” for the brand, in time for Memorial Day.

The 30-second “We Need to Talk” mixes selling points, animated sheep and sexual innuendo with not-so-hilarious results. Counting sheep in a mattress ad is a tired device to say the least. Doner plays with the idea a bit here, but something about the attempts at humor fall flat, and the woman holding up a tablet with the five common sleep problems Serta helps solve is painfully forced. The sheep return for “You’re Not Helping,” a 15-second spot that takes a more minimal approach.


Client: Serta

Agency: Doner
EVP, Executive Creative Director: Chad Ackley
SVP, Creative Director: Ken Spera
VP, Creative Director: John Garlock
Associate Creative Director: Anthony Moceri
Senior Art Director: Alex Drukas
Copywriter: Anthony Karagosian
Art Director: Martin Wysor
Senior Producer: Alex Page
EVP, Brand Leader: Monica Tysell
SVP, Brand Leader: Wendy DeWindt
Brand Leader: Kelly Finnigan
Account Executive: Brady Pierce
VP, Strategic Planning: Louise Baylis

Director: John Hamburg

Animation: Aardman
Director of Animation: Peter Peake