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Sleepy's Hits a "Soft Spot" With New Ad Campaign Stressing Bedroom "Sanctuaries"


December 21, 2011 - HICKSVILLE, NY

In the news release, "Sleepy's Hits a 'Soft Spot' With New Ad Campaign Stressing Bedroom 'Sanctuaries,'" issued earlier today by Sleepy's, we are advised by the company that the quote in the second paragraph should be attributed to "Adam Blank, Sleepy's Chief Operating Officer" rather than "Stuart Acker, VP Marketing, Sleepy's" as originally issued. Complete corrected text follows.

Sleepy's Hits a "Soft Spot" With New Ad Campaign Stressing Bedroom "Sanctuaries"

Commercials Reinforce How Much (Non-Sleeping) Life Takes Place in Bed

HICKSVILLE, NY -- December 21, 2011 - Sleepy's the Mattress Professionals, the largest retail chain of mattress stores in the country, is launching a new thirty-second ad that underscores the role a good mattress plays in everyday life. Featuring a cover of the Beatles' classic "In My Life," the commercials show sweet and poignant vignettes of all stages of life including: newlyweds, Pregnancy, babies and kids enjoying their beds.

"We've all heard the adage that we spend one-third of our lives in bed," says Adam Blank, Sleepy's Chief Operating Officer. "These ads aim to show just how much valued, personal, non-sleeping time is spent 'hanging out' on a comfortable mattress."

The campaign was based in part on proprietary research the company conducted to determine how people view their beds and bedrooms. The results showed that:

  • 60% of 1000+ Americans surveyed consider their bed a family gathering space where the kids and pets pile on for bonding time.
  • 52% thought of their bedrooms as "sleep sanctuaries," places of great comfort and security which "allow them to get their 8 hours [of sleep.]"
  • Nearly forty percent use the bed as a "multi-purpose" area for TV watching, reading, spending time online and sleep.

The campaign, designed by Sleepy's award-winning in-house advertising team led by Creative Director, Cindy Rosenfield, consists of a 30-second spot showing couples and family and even family pets enjoying downtime on or in bed. The ads will begin a network schedule on December 26 after an "exclusive trial run" with Google YouTube TrueView pre roll, according to Greg Longmuir, Sleepy's Director of E-Commerce and Online Marketing. To see the whole 1 minute commercial that will air on December 26 click here http://www.youtube.com/watch?v=jioO_qCZ4sQ

About Sleepy's
Sleepy's, The Mattress Professionals® is a privately-owned 4 generation company with over 700 retail locations in thirteen states, spanning from Vermont to Virginia and available nationally through www.sleepys.com. Throughout Sleepy's 53-year history, they have supported the idea that one mattress does not fit all, carrying a wide selection of mattresses so their customers are certain to find the one that suits them best. Keeping up-to-date on all the latest innovations in sleep technology, Sleepy's, The Mattress Professionals® carries the latest in Sealy, Serta, Simmons, Beautyrest, Posturepedic, Tempur-Pedic, Sleep To Live mattresses, the Dr. Breus Bed™ and 12 other brands to fit any price range or comfort level. For more information, call 1-800-SLEEPYS (1-800-753-3797), or visit us at www.sleepys.com.

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