NFL partner Sleep Number’s first national Super Bowl campaign stars Pro Football Hall of Famer and legendary running back Eric Dickerson on an epic cross country run as he heads out on foot from New York to this years’ Super Bowl in Los Angeles’ SoFi Stadium.
The activation, created by ad agency Griffin Archer and produced by Greenpoint Pictures, spans a series of episodic TV spots aired via an inventive approach and supported by a full digital and broadcast media buy during the Playoffs and leading up to the Super Bowl.
The ads follows the brand ambassador’s epic run traveling from “somewhere on the east coast” through “somewhere in the midwest” to “somewhere near Los Angeles” and on the way Dickerson reveals his secret is getting ‘more energy thanks to his Sleep Number 360 smart bed.
Launched on 28 January, the hero film, which was helmed by Directors The Hudson Dusters, follows former Rams running back Dickerson on his strenuous coast-to-coast journey by foot to the 2022 Super Bowl – with the help of his Sleep Number.
The product-testing expedition is documented through an inventive on a 60-second commercial which is split into four 15-second spots that tells a “to be continued” story that runs as a sequential ad on Hulu.
The creative promotes the Sleep Number 360 smart bed, includes the tag ‘Because proven quality sleep is a game-changer’ and encourages viewers to learn more about Sleep Number’s partnership with the NFL at https://www.sleepnumber.com/pages/off…
A core 30-second ad will also air on the NBC/Peacock streaming app with a premium in-game slot (the first commercial after the halftime show), however it will not air on traditional linear TV during the Super Bowl.
The campaign was created for the Sleep Number marketing team which included EVP & Chief Marketing Officer Kevin Brown, VP Marketing Planning & Brand Partnerships Patrick Campion, VP Brand Expression Sean Burke, Senior Brand Manager (Partnerships) Andrea Marsh, Senior Manager (Marketing Brand Campaigns) Molly Loken and Video Production Manager Brian Henry by Griffin Archer.
The agency team included Founder & Co-CEO Ellie Anderson, Chief Creative Officer Glen Wachowiak, Art Director Tom Lincoln, Copywriters Ellie Anderson and Chris Hansen, Executive Producer Trevor Doherty, Co-CEO & Director Of Strategy Kelly Rowntree, VP Director Of Account Service Ryan Boekelheide and EVP Director Of Integrated Marketing Communications Emily Buchanan.
The group working on the campaign at Greenpoint Pictures included Directors The Hudson Dusters, Director Of Photography Joe Aguirre, Producer Leonardo Veras, Executive Producers Tatiana Rudzinski and Trevor King, Head Of Production Karen Berkowitz and Associate Producer Lexy Leeds.
Music was handled by Farm with post-production run by Drivethru.
This is the first year that Sleep Number will have a national Super Bowl buy and the Big Game marketing follows on from its previous NFL activation which has been led by the ‘Partnering With The Pros’, ‘Skleep Like A Pro’ and ‘Road To The NFL’ initiatives plus and cause and community work with player ambassadors such as LeVonn Bell and Dak Prescott which all activate a tie-up based around the belief that whether it is ‘the perfect pass, or the game-winning touchdown, it all starts with quality sleep’.
The NFL partnered exclusively with Sleep Number to improve elite athletes’ performance through a ‘proven quality sleep programme’ which measures biometrics and daily insights into how its smart bed ‘help players find their competitive edge’.