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Mattress Firm’s New Marketing Campaign Promises to “Un-junk” Sleep

Partnering with SleepScore Labs, Mattress Firm found that Americans collectively lost 74 billion hours in sleep last year. In addition, 68% of Americans are sleeping less than the recommended seven hours a night.

And that’s why the retail giant’s new “Junk Sleep” campaign, which aired during the first night of the Olympics, calls on consumers to un-junk their sleep and improve their lives by finding the right mattress for them. Watch the video below:

“When I read the Junk Sleep scripts, I literally laughed out loud,” said Liev Schreiber, the star of the commercial. “The other highlight for me is that it brings awareness to an issue very close to my heart. Lack of sleep! Hopefully this campaign serves as a wake-up call for the millions of workaholics, night-owls and over-thinkers who are deprioritizing sleep. The message is pretty simple: It’s difficult to live a healthy life if you aren’t sleeping well.”

This week, Mattress Firm will take the message on the road in its Un-Junk Your Sleep truck, where team members will travel to New York, Detroit, and Houston, and stop at sleep-deprived consumers’ homes to help them find the perfect mattress.

Consumers can post a photo of their old mattress on Instagram or Twitter, along with a short description of why they are suffering from junk sleep, using #UnJunkYourSleepGiveaway, tagging @MattressFirm and a hashtag of their city – #NYC, #Det or #Hou, to be considered for an “un-junking.”

The Un-Junk Your Sleep team will go to the winners’ homes in the branded truck to provide a personal junk sleep consultation and swap out the old mattress for a new one of the following: Beautyrest – Beyond 15.25″ Plush Pillow Top Mattress; Sleepys – Hybrid with Gel Matrix Firm Mattress; or Tempur-Pedic ProAdapt Medium Hybrid Mattress.

“It’s time people start putting the same value on sleeping as they do on eating well and exercising,” says Mattress Firm CEO John Eck. “This campaign challenges the conventions of modern sleep culture by being open and honest about the importance of adequate, quality rest. And it does so with optimism and playful humor that’s very much in line with our brand.”

Beyond the Un-Junk Your Sleep Tour and the ad spots, the campaign will include three-time Olympic gold medalist Gabby Douglas as a brand ambassador. She will share her tips on how she improves her sleep to be at peak performance in and out of the gym. 

The campaign will also include sponsorship of the Field of Dreams game between the Yankees and the White Sox on Aug. 12, where fans come out to the ballpark in Dyersville, Iowa, and see which mattress is a home run for them.

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