This New Mattress Can Easily Handle the Crazy, Kooky Lives of Millennials

PMH introduces Sleep Number's 'It' bed

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Do millennials ever sleep? Aren’t they awake 24/7, constantly doing rad things and making the world better place?

Well, they probably need to catch some Zs every now and then. So, Sleep Number targets this young-adult cohort in a cross-platform campaign developed by Peterson Milla Hooks.

Ads introduce the “It” bed, a mattress system where each side of the bed can be adjusted (firmer vs. softer, etc.) using your phone or tablet’s Bluetooth technology. Doesn’t that sound like fun?

PMH serves up a bunch of oh-so-breezy, kicky/quirky/kooky videos, out-of-home ads and social elements touting It as “the bed you can change as you change.”

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