Lucas Delgado
Sleep Number's Sleep Next Level campaign features multiple celebrities and their partners promoting the brand's Next Gen smart bed. The campaign includes a 30-second TV commercial starring NFL star Matthew Stafford and his wife, Kelly, as well as another commercial starring actress Gabrielle Union and her husband, former NBA star Dwyane Wade.
| Characteristics | Values |
|---|---|
| Name | Gabrielle Union |
| Profession | Award-winning actress, producer, entrepreneur and New York Times best-selling author |
| Campaign | Sleep Next Level |
| Partner in the commercial | Dwyane Wade |
| Debut | April 2023 |
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What You'll Learn
The Sleep Number 'Sleep Next Level' campaign
The Sleep Number Sleep Next Level campaign is a brand positioning campaign that debuted in April 2023. The campaign was created by the Sleep Number Corporation, a wellness technology leader, in partnership with the global creative agency 72andSunny. The campaign features several films for broadcast, streaming, and social media that highlight the newest benefits and features of the next-generation Sleep Number smart bed.
The Sleep Next Level campaign is targeted at everyday "achievers", including parents, entrepreneurs, and athletes, who are challenged to reach their full potential with the help of a Sleep Number smart bed. The smart beds use innovative technology to provide a highly individualized sleep experience, with adjustable firmness, temperature, and other settings to meet each user's unique needs. The beds also constantly learn how the user sleeps and automatically adapt to their changing needs over time.
One of the films in the campaign features award-winning actress, producer, entrepreneur, and New York Times best-selling author Gabrielle Union, and her husband, former NBA star and Basketball Hall of Fame inductee Dwyane Wade. In the film, Union and Wade discuss the importance of quality sleep and how the Sleep Number smart bed has helped them get a good night's rest despite their different sleep needs. Union and Wade are real-life Sleep Number users who love the adjustable firmness, comfort, and support that the smart bed provides.
Another film in the campaign features NFL star Matthew Stafford and his wife, Kelly. In the film, Stafford and Kelly discuss their different bed preferences and how the Sleep Number smart bed allows them to customize the firmness and temperature of their side of the bed to their liking. Stafford also shares how getting a good night's sleep helps him perform better on the field.
The Sleep Next Level campaign is an effective example of celebrity and influencer marketing, leveraging the testimonials of renowned personalities to build brand affinity and loyalty among customers. The campaign also includes social media initiatives and partnerships with other NFL stars and influencers to further promote the Sleep Number brand and its innovative smart bed technology.
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Gabrielle Union and Dwyane Wade star in the commercial
Gabrielle Union and her husband, Dwyane Wade, star in Sleep Number's "Sleep Next Level" campaign. Union is an award-winning actress, producer, entrepreneur, and New York Times best-selling author. Wade, a former NBA star and Basketball Hall of Fame inductee, played for the Heat for 16 years.
The campaign, created in partnership with 72andSunny, features several films for broadcast, streaming, and social media. These films highlight the newest benefits and features of the next-generation Sleep Number smart bed. Directed by Paul Hunter of PRETTYBIRD, the films bring to life the concept that no two people sleep the same, and their individual needs can change depending on various factors such as age, injury, or pregnancy.
In one of the films, Union explains the importance of a quality night's sleep. She addresses achievers who are making the most of every hour of their lives while awake, emphasizing how disruptive it can be when your partner keeps you up with their snoring or when your circadian rhythm is off. The Sleep Number Next Gen smart bed offers a solution to these issues, as it is fully adjustable to each individual's needs and can track your circadian rhythm through an app.
Union and Wade are real-life Sleep Number "Smart Sleepers" who appreciate the adjustable firmness, comfort, and support that the smart bed provides. "We finally found our own optimal sleep [settings], to suit our different needs. Our relationship is going strong because we have figured out how to sleep comfortably. We love this bed," said Union. The campaign effectively showcases how Sleep Number's innovative smart bed technology can help couples with different sleep preferences achieve a highly individualized sleep experience, improving their sleep night after night.
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The commercial was directed by Paul Hunter
The Sleep Number commercial features actress Gabrielle Union and her husband, former NBA star and Basketball Hall of Fame inductee, Dwyane Wade. The couple talks about the secret to unlocking a better version of oneself, which starts with a good night's sleep on a next-gen Sleep Number smart bed. The commercial showcases the bed's ability to cater to individual sleep preferences, such as adjustable firmness, comfort, and temperature, to ensure a comfortable sleep for couples with differing needs.
For the Sleep Number commercial, Hunter's direction brought to life the concept of individualized sleep experiences. The ad campaign, titled “Sleep Next Level,” showcases the smart bed's ability to adapt to each person's unique sleep needs. Through his visual storytelling, Hunter highlighted how the bed constantly learns and automatically adjusts to these changing needs over time. This idea is especially pertinent to couples, as demonstrated by Union and Wade, where one partner's snoring or differing sleep preferences can disrupt the other's sleep quality.
Hunter's collaboration with Sleep Number and the creative agency 72andSunny resulted in a campaign that effectively communicated the brand's message. By showcasing real-life testimonials and the bed's ability to cater to individual sleep needs, the commercial resonated with audiences seeking personalized sleep solutions. The campaign's integration across broadcast, streaming, and social media platforms further amplified its reach and impact, allowing the director to showcase the product's benefits to a diverse audience.
Paul Hunter's direction of the Sleep Number commercial demonstrates his ability to translate a brand's message into compelling visual narratives. By highlighting the product's features and benefits through authentic testimonials, he successfully conveyed the importance of quality sleep and how Sleep Number's smart bed technology could transform people's lives. The commercial's impact is evident in how it captures the attention of viewers, showcases the product's advantages, and, ultimately, drives home the message that a good night's sleep is achievable and essential.
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$29.96
The smart bed's adjustable features
The Sleep Number Next Gen smart bed is a highly innovative bed that allows for a highly individualized sleep experience. The bed is designed to cater to the unique needs of each sleeper, particularly couples with differing sleep preferences. One of its standout features is its adjustability, allowing users to customize various aspects of their bed to suit their specific needs and preferences.
One of the key adjustable features of the Sleep Number smart bed is its firmness. The bed allows users to adjust the firmness of their side of the bed independently, catering to different firmness preferences within a couple. For instance, NFL star Matthew Stafford and his wife, Kelly, who feature in one of the Sleep Number campaigns, have differing preferences, with Matthew preferring a firm sleeping surface and Kelly favouring a softer one. With the Sleep Number smart bed, they can each customize the firmness of their side accordingly.
Temperature adjustability is another notable feature of the Sleep Number smart bed. The bed allows users to regulate the temperature of their sleeping environment to their individual preferences. For example, in the Stafford campaign, Matthew prefers to sleep cool, while Kelly prefers a warmer and cozier environment. The bed's temperature adjustability ensures that both individuals can achieve their desired sleeping temperatures simultaneously.
In addition to firmness and temperature adjustability, the Sleep Number smart bed offers other customizable features that contribute to a personalized sleep experience. These features include head and foot adjustability, partner snore functionality, under-bed lighting, smart device control, and zero gravity, providing users with enhanced comfort and convenience.
The Sleep Number smart bed also incorporates sleep tracking technology. Through an accompanying app, the bed can track users' circadian rhythms, providing insights into their sleep patterns and helping them optimize their sleep habits. This feature aligns with Sleep Number's positioning campaign, "Sleep Next Level," which encourages individuals to take control of their sleep and harness the benefits of individualized sleep experiences. By understanding their sleep patterns, users can make informed adjustments to their sleep habits and bed settings to improve their overall sleep quality.
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The Sleep Number smart bed's ability to adapt to different sleepers
The Sleep Number smart bed is a next-generation bed that can be adjusted to suit the needs of different sleepers. In a recent campaign, the brand featured Gabrielle Union and her husband, Dwyane Wade, who are real-life Sleep Number "Smart Sleepers". The couple attests to the bed's ability to adapt to their distinct needs, ensuring they are both comfortable. For instance, the bed allows users to adjust the firmness and temperature to their liking. In the ad, Union and Wade explain how the bed has helped them get a good night's sleep despite their different sleep preferences.
The Sleep Number smart bed is designed to provide a highly individualized sleep experience, catering to the unique needs of every kind of sleeper. This is especially beneficial for couples who have different sleep preferences, as it allows them to customize each side of the bed accordingly. For instance, one person may prefer a firmer mattress, while the other prefers a softer one. The bed can also adapt to changing needs over time. For example, an individual may be recovering from an injury and need a softer mattress or be pregnant and need additional support.
The bed's smart technology constantly learns about the user's sleep patterns and automatically adjusts to provide a more comfortable sleep experience. It is equipped with sleep-tracking technology and biometric sensors that monitor the user's sleep and adjust the firmness throughout the night to ensure they are fully supported and comfortable. This makes the Sleep Number smart bed ideal for combination sleepers who shift between positions during the night. The bed also offers nightly sleep reports and a SleepIQ score, helping users understand their sleep patterns and how their daily habits affect their sleep quality.
The Sleep Number smart bed range offers various models to cater to different needs and budgets. The ClimateCool and Climate360 models are among the most expensive options, offering advanced temperature control features for those who struggle with night sweats and hot flushes. The ClimateCool model cools up to 15 degrees, while the Climate360 offers both cooling and warming functions. The Performance series provides enhanced pressure relief, while the Innovation series includes the i8 smart bed, which specializes in temperature balancing. The m7 smart bed is a memory foam mattress, and the iLE smart bed has also been a popular choice, offering significant discounts during sales.
The Sleep Number smart bed has gained popularity among NFL players, with 80% choosing it as their preferred smart bed. The brand has featured several NFL stars in its campaigns, including Los Angeles Rams quarterback Matthew Stafford and his wife, Kelly, who share their experience with the bed's customizable options. Stafford and his wife have different preferences, with Matthew preferring a firmer mattress and a cooler temperature, while Kelly likes her side soft and warm. The Sleep Number smart bed allows them to adjust these settings to suit their individual needs, ensuring they both get a good night's sleep.
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Frequently asked questions
The woman in the Sleep Number commercial is Gabrielle Union, an award-winning actress, producer, entrepreneur and New York Times best-selling author.
Gabrielle Union is acting alongside her husband, former NBA star and Basketball Hall of Fame inductee, Dwyane Wade.
The commercial is for the Sleep Number Next Gen smart bed, which is fully adjustable and can track your circadian rhythm through an app.
The commercial shows how the smart bed can cater to different sleep needs. In the ad, Union and Wade explain how the adjustable firmness, comfort and support on each side of the bed have improved their relationship.
