Leo B launches first spot for new Serta campaign

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Serta launched its new campaign — Not just sorta comfortable. Serta comfortable — after concluding its first creative review in 17 years

Serta launched its new campaign — Not just sorta comfortable. Serta comfortable — after concluding its first creative review in 17 years

Leo Burnett’s first commercial for Serta’s new campaign uses Monty Python styled humor to make an effective selling point.

Titled, Rick Blomquist, the spot relies on the narration of a very proper sounding Englishman who talks in an excellent John Cleese kind of way.

With an undertone of authority, the voiceover helps set up a punch line that could become a new phrase in America’s pop culture lexicon.

Blomquist is the first work to emerge from Serta’s current campaign — Not just sorta comfortable. Serta comfortable — and its humorous ride to the end makes every one of the spot’s 60-seconds worthwhile.

 

 

Serta launched the Not just sorta campaign with Leo Burnett after concluding its first creative review in 17 years. In doing so, the brand shifted the positioning of its message to focus on indulgent rather than restorative comfort.

According to Leo B Chief Creative Officer, Britt Nolan, the goal of the new campaign is to get consumers to “ask for Serta by name.”

“To do that, we had to do two things,” he says. “First, equate Serta mattresses as the ultimate level of comfort. And second, make sure the name ‘Serta’ is unmistakable. ‘Not just sorta comfortable, Serta comfortable’ nails both.”

According to a press release, “the campaign’s touchpoints will include three TV spots, digital banners, online videos, social, print and radio ads and in-store advertising.”

Well done, Leo Burnett.

CREDITS
Creative Agency: Leo Burnett

Business Leadership
   Mark Burgess – EVP Account Director
   Sarah Kaminsky – Account Director
   Rachel Perzek – Account Executive

Creative
   Britt Nolan – Chief Creative Officer
   Brian Shembeda – EVP Creative Director
   Jeff Candido – VP Creative Director
   Travis Lampe – Associate Creative Director, Art
   Chip Kelly – Associate Creative Director, Copy
   Eric Lowery – Art Director
   Chris Brotzman – Copy Writer
   Loraine Wysmier – Creative Resource Manager

Production
   Tom Keramidas – VP Producer
   Sean Pinney – Senior Producer
   Anne Carbo – Business Manager
   Jennifer Snowden – Director Talent and Rights Management
   Peggy Walter – VP Director of Celebrity Services

Strategy
   Kevin Lilly – SVP Strategy Director

Legal
   Andrew Block – Senior Counsel
   Tracy Scimeca – Commercial Clearance Manager

Editorial Company: Cutters
   Editor: Grant Gustafson

Music: The Elements Music

Color: Company 3
   Tyler Roth – Senior Colorist

Project Finishing: Flavor
   Creative Director — Brian Higgins

Audio Mix: Another Country
   Mix Engineer — John Binder

Media Agency: Initiative

 
Contact writer Daniel Patton at dan@reelchicago.com.

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