Serta Expands Your Comfort Zone in Amusing Ads From Leo Burnett

'Not just sorta comfortable. Serta comfortable'

- Credit by Serta

In Leo Burnett’s first TV ad for Serta, we meet Rick Blomquist, a dude who likes to take life easy. Very easy.

He starts his day with a comfortable breakfast of oatmeal and hard-boiled eggs, then drives to his cushy job at a slipper factory in a car tricked out with wooly seats and fleeced-line safety belts.

Heck, he uses orthopedic gel inserts to cushion his every step.

But in a moment of mattress clarity, Rick realizes his life is only “sorta comfortable.” (Naturally, you can count on Serta’s animated sheep to be on hand for his epiphany.)


“Comfort is personal, and plays a huge role in our daily lives,” says Leo Burnett associate creative director Chip Kelly. “We had to call into question those personal comforts and seed the notion that there’s Serta comfortable and then there’s everything else—like your favorite pair of cashmere Capri sweats. That’s when we landed on ‘Not just sorta comfortable. Serta comfortable.'”

Sorta/Serta … see what they did there?

A cheeky voiceover by British comic actor Matt Berry underscores the spot’s goofy humor. Aaron Ruell (he was Kip Dynamite!) directs with an appropriately nonsensical touch.

The commercial drops this week, part of a larger push that includes digital banners, online videos, social, print and radio ads, as well as in-store displays.

“Traditionally, the industry has talked about this type of comfort in a restorative way—the kind of comfort you expect from a good night’s sleep,” says Serta evp of marketing Andrew Gross. “We’ve shifted away from this and uncovered a real opportunity to tap into the need for consumers to unapologetically indulge in comfort.”

And silly wordplay. We’re comfortable with that. Sorta.

CREDITS
Client: Serta

Creative Agency: Leo Burnett
Media Agency: Initiative

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

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

Production
Sean Pinney – Senior Producer

Strategy
Kevin Lilly – SVP Strategy Director


@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: February 20, 2018 https://stage.adweek.com/brand-marketing/serta-expands-your-comfort-zone-in-amusing-ads-from-leo-burnett/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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