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With music and copy that lulls and scenic twighlight shots, the new spots from Hal Riney & Partners/Chicago are more reminiscent of a new age perfume ad rather than a typical ‘look inside your mattress’ spot.
The campaign, which breaks in February, is the first effort by new Serta agency Hal Riney & Partners/Chicago.
Executive creative director Jonathan Harries said research indicated that people think most about a mattress just before they fall asleep and the ads were created to conjure that feeling.
The copy, written by creative director/copywriter Patrick Hanlon, is poetic. ‘ . . . What better time than this, as the night shapes its vast cradle, to pull the sheets up tight and lay down our heads for night. Serta: We Make The World’s Best Mattress.’
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