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Liev Schreiber Warns Americans of 'Junk Sleep' in Trippy Mattress Firm Spots

Directed by MJZ's Steve Ayson, Droga5 cooks up Mattress Firm’s first ever creative platform focussing on America's sleeping issues

Liev Schreiber Warns Americans of 'Junk Sleep' in Trippy Mattress Firm Spots

Today, Mattress Firm, the nation's largest specialty mattress retailer, announced the launch of its new Junk Sleep campaign, one of the largest brand marketing efforts in the company's 90-year history, dedicated to shedding light on the nation's junk sleep problem.

The campaign supports Mattress Firm's long-standing commitment to helping people get a better night's sleep and live happier and healthier lives. But what is 'junk sleep' exactly? It's that tossing and turning sleep, the wake up feeling awful instead of recharged sleep. Junk sleep is why your nine to five feels like nine to 500. Junk sleep leaves our brains in a fog and makes us forget things. It's why you sent an email to the wrong person, why you forgot to pick up your kid from school, and why you turned right when you meant to turn left. That's junk sleep and it's the source of all our problems.

That's why Mattress Firm's ambition is to Un-Junk your sleep. Because 68% of Americans are sleeping less than the recommended seven hours per night, amounting to 74 billion hours of lost sleep per year according to research from Mattress Firm's strategic partner, SleepScore Labs. It's time to wake up America – we have a sleep problem.

"It's time people start putting the same value on sleeping as they do on eating well and exercising," said John Eck, president and chief executive officer for Mattress Firm. "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 humour that's very much in line with our brand."

The launch of the campaign follows a recent full-page ad by Mattress Firm in the Wall Street Journal calling on Americans to realise and recognise the country's growing sleep problem. Today, the company is releasing a new spot starring actor, director and producer Liev Schreiber. It's a bold, dreamy public service announcement that names and defines a national nightmare and reflects the importance of addressing junk sleep sooner rather than later. Fans can watch an extended :90 cut of the spot on the Mattress Firm YouTube channel. The :60 commercial will air for the first time during the Opening Ceremony of the Summer Games on Friday, July 23rd on NBC.

"When I read the Junk Sleep scripts, I literally laughed out loud," said Liev. "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 deprioritising sleep. The message is pretty simple: it's difficult to live a healthy life if you aren't sleeping well."

"The best ideas need inspiration, tenacity and patience, and the 'Junk Sleep' campaign has just that. When we brought this idea to the table, we were excited about the ownability and potential of starting a cultural conversation on a subject that impacts all of us: poor sleep. After years of building a deep relationship with Mattress Firm, we're extremely proud to have created a new brand platform together that positions Mattress Firm as the leading sleep authority in its category," said David Droga, founder and creative chairman of Droga5.

Featured Companies: Parliament , MJZ , Heard City

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Client: Mattress Firm

Agency: Droga5 NY

Co-Chief Creative Officers: Tim Gordon & Felix Richter

Executive Creative Director: Scott Bell

Founding Partner: Duncan Marshall

Group Creative Director: Andy Fergusson

Creative Director: Matty Smith

Creative Director: Will Lowe

Associate Creative Director: Victor Moncluz

Senior Art Director: Conner Tobiason

Senior Copywriter: Craig Gerringer

Associate Creative Director: Joel Francke

Sr. Art Director: Jason Gold

Copywriter: Jordan Dodson

Jr. Copywriter: Jesse Austin

Jr. Art Director: Sabrina Lau

Group Experience Design Director: Craig Wong

Director of Film & Content Production: Jesse Brihn

Executive Producer, Film: Jeremy Fox

Senior Producer, Film: Oscar Thomas

Producer, Film: Mateus DeFaria

Director of Business Affairs: Dan Simonetti

Celeb Talent Relations & Sr. Bus. Affairs Mgr: Whitney Vose

Senior Business Affairs Mgr.: Paul Van Dorpe

Senior Talent Manager: Sunny Valencia

Senior Producer, Interactive: Colin Neff

Executive Design Director: Rich Greco

Executive Design Director: Nate Scott

Design Director: Fabian Grateroles

Sr. Designer: Denzel Hill

Sr. Designer: Alex Vitela

Designer: Elvis Dinh

Group Strategy Director: Will Davie

Group Strategy Director: Nick Maschmeyer

Strategy Director: Gideon Olshanksy

Group Communications Strategy Director: Samantha Deevy

Group Communications Strategy Director: Leigha Baugham

Group Communications Strategy Director: Justin Schneider

Sr Communications Strategist: Clark Cofer

Communications Strategist: Emily Banaszynski

Group Data Strategy Director: Anthony Khaykin

Data Strategy Director: Tradd Salvo

Data Strategist: Erik Smith

Executive Group Account Director: Frank Renwick

Account Director: Nivie Roberts

Account Supervisor: Melissa Pasternak

Account Manager: Jenni Moseley

Project Manager: Damaris Giha


Client: Mattress Firm

Chief Executive Officer: John Eck

Chief Marketing Officer: Ramin Eivaz

SVP Brand Marketing: Sam Bennett

Sr. Director Brand Marketing: Kelly Shannon

Sr. Brand Manager: Hannah Miller


Production Company: MJZ

Director: Steve Ayson

DOP: Michael Gioulakis

Executive Producer: David Zander

Executive Producer: Emma Wilcockson

Producer: Adriana Cebada Mora

Production Designer: Jahmin Assa


Production Company: Second Child

Managing Director: Scott Chinn

Photographer: Paul McGeiver

Editor: Victor Hermosillo

Editor: Elizabeth Morringello

Assistant Editor: Andrew Davenport

Post Producer: Juany Alduez

Post Production Coordinator: Troy Landry


Editorial: Mackenzie Cutler

Editor: Gavin Cutler

Editor: Pamela Petruski

Assistant Editor: Megan Heard

Executive Producer: Gina Pagano

Sound Design: Sam Schaffer

Post Production

Post Production: Parliament

Executive Producer: Parliament

Producer: Parliament


Music: Human

EP: James Dean Wells

Creative Lead: Morgan Visconti & Mike Jurasits

Composers: John Chris Barnes & Craig DeLeon (Anthem), Gordon Minette & Morgan Viscont (Send Off)


Audio Post/Sound Design: Heard City

Mixer/Sound Designer: Evan Mangiamele

Mixer: Seth Phillips

Mixer: Stefano Campello

Managing Director: Gloria Pitagorsky

Executive Producer: Jackie James/Sasha Awn

Producer: Andi Lewis

Category: Home , Soft Furnishings

Genre: Dialogue , People , Storytelling