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.
Client: Tempur Sealy
Title: Moms: You're Important
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