Casper's New Subway Ads Pose Puzzles to Get You Thinking About Going Back to Bed

In a captive environment, the brand aims to offer 'fun and intrigue'

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If mattress brand Casper’s ads seem as much a part of your subway commute as maintenance delays and avoiding eye contact, there’s a good reason for that: They work.

“In our early days, our subway ads played a huge role in building awareness of the Casper brand,” says CMO Jeff Brooks. “Even today, when I ask people how they heard about Casper, many say it was our memorable subway creative.”

Now the challenger brand has a new creative campaign rolling out on NYC trains, and the goal is to give your brain something to think about on the subway other than identifying strange smells or wondering how much bigger your apartment would be in Poughkeepsie.

New ads developed by Casper’s in-house creative team feature simple, minimalist logic puzzles—there are 21 in all—that maintain the



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