Tempur-Pedic Knows Exactly What Every Sleep-Deprived Mom Wants for Mother’s Day

Pull the heartstrings, push the product

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.

It's not tied together as simply or as obviously as Hallmark's campaign, but this spot does a reasonable job of pointing out how little moms get to sleep, and showing some very happy moms lolling around on the product.

RPA made the ad, which tries to tell moms, "You're important. Sleep like it." And it's actually based on some pretty interesting research. In a Tempur-Pedic survey of 1,000 moms, 87 percent of them said they're kept up at night by family concerns, finances, jobs and wondering if little Timmy is going to need braces.

In case you were wondering what Mom really wants for Mother's Day, 40 percent of moms said waking up from a good night's sleep and spending a whole day with their families, while another 30 percent said they'd prefer to sleep late and enjoy breakfast in bed.

So, if your mom is having sleepless nights, consider getting her a bed for Mother's Day. It might not be the coolest or most affordable option, but it's still way better than a vacuum.

CREDITS

Client: Tempur Sealy

Title: Moms: You're Important

Agency: RPA

EVP, Chief Creative Officer: Joe Baratelli

SVP, Executive Creative Director: Jason Sperling

SVP, Chief Production Officer: Gary Paticoff

VP, Creative Director: Alicia Dotter Marder

Jr. Art Director: Dennis Haynes

Jr. Copywriter: Megan Leinfelder

VP, Director – Content: Mark Tripp

VP, Director of Digital Production: Dave Brezinski

Sr. Digital Producer: Ana Ponce

Digital Production Coordinator: Kristin Varraveto

EVP, Management Account Director: Tom Kirk

VP, Account Director: Rebecca Mendelson

Account Supervisor: Amanda de la Madriz

Supervisor, Digital Content Strategy: Joanna Kennedy

Production Co: Bö's House of Visual Arts

Director: Mark Tripp

DP: Stephen Carmona

Producer: Tracy Chaplin

Production Designer: Kristen Vallow

Editorial: Butcher Post

Editors: Teddy Gersten/Nick Pezzillo

Assistant Editor: Amy Rosner

Executive Producer: Rob Van

Post Producer: Alexa Atkin

Lead Flame Artist: Moody Glasgow

Telecine Company: The Mill

Artist: Adam Scott

Executive Producer: Thatcher Peterson

Audio Post Company: Lime

Audio Post Mixer: Dave Wagg

Casting: Cornwell Casting

Casting Directors: Jason Cornwell, Damon Collazo, Sandra Petko

Casting Producer: Tina Eisner