Sleep Next Level Campaign – Sleep Number | Clapboard Ad Archive

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Sleep Next Level

Sleep Number launched its “Sleep Next Level™” brand positioning campaign in April 2023, marking a strategic collaboration with global creative agency 72andSunny. This integrated campaign, running exclusively in the United States, features acclaimed actress, producer, entrepreneur, and New York Times best-selling author Gabrielle Union alongside her husband, former NBA star and Basketball Hall of Fame inductee Dwyane Wade. At the heart of the campaign is the introduction of the next generation Sleep Number® smart beds, innovative wellness technology designed to personalize and optimize sleep for every individual. Directed by Paul Hunter of PRETTYBIRD, the campaign’s films showcase how no two people—and no two nights—are the same, underscoring the bed’s ability to learn and adapt automatically to unique sleep patterns, changing needs, and various life stages such as pregnancy, recovery, and aging. Gabrielle and Dwyane serve as authentic brand ambassadors, sharing their own experience as “Smart SleepersSM,” appreciating the bed’s adjustable firmness, comfort, and support that accommodate different preferences on each side, thus enhancing both their sleep quality and relationship. The campaign is targeted at achievers including parents, entrepreneurs, and athletes, inviting them to harness the transformative benefits of individualized sleep powered by smart technology. Through broadcast, streaming, and social media channels, the films bring to life the message that personalized sleep solutions are essential for unlocking one’s full potential and improving overall wellness. Active cooling and warming technologies further enhance comfort regardless of season, ensuring an ideal sleep environment. This campaign not only highlights the product's technical innovation but also reinforces Sleep Number’s leadership in the household products industry by emphasizing a tailored sleep experience designed for every type of sleeper, especially couples with differing needs, inspiring consumers to take control of their sleep and unlock a more impressive version of themselves.

Credits

Client

Sleep Number

Agency

72andSunny

Media Agency

Horizon Media

Production House

PRETTYBIRD

Editorial

Arcade

Post Production

ARTJAIL

Color

Blacksmith

Music

Human

Sound Design

Lime Studios

The “Sleep Next Level” campaign for Sleep Number positions the brand as a leader in personalized sleep technology, emphasizing the transformative value of individualized rest in unlocking one’s full potential. Central to the proposition is the next-generation Sleep Number® smart bed that adapts continuously to differing and evolving sleep needs through innovative features like adjustable firmness on each side and active temperature control. This technology promises tailored comfort and support to enhance sleep quality over time, addressing how personal sleep requirements can vary daily or across life stages. Strategically, the campaign leverages the insight that no two people sleep the same—especially couples with distinct preferences—and that sleep quality directly influences performance and well-being. By spotlighting high-profile, relatable achievers like Gabrielle Union and Dwyane Wade, who embody the campaign’s target audience of parents, entrepreneurs, and athletes, it creates an authentic connection grounded in real user experience. The creative execution uses a lifestyle narrative with well-known figures who have integrated the smart bed into their routines, reinforcing the product’s practical benefits and emotional appeal. Through integrated films distributed via broadcast, streaming, and social media, the campaign dramatizes the adaptive nature of the bed and the importance of sleep personalization, aiming to resonate with consumers seeking technology-driven, life-enhancing household solutions. The approach underscores sleep as a foundational act of self-care that supports broader achievement, situating Sleep Number as an essential partner in health and productivity.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign features Gabrielle Union and Dwyane Wade—celebrated public figures—as the central spokespeople, emphasizing their authentic use of the Sleep Number smart bed. While the films demonstrate product benefits and offer relatable scenarios, the creative spine is the presence and endorsement of these two celebrities as real-life “Smart Sleepers.” Their stories and testimonials promote brand credibility, drive aspirational appeal, and create high recall through consistent celebrity association rather than a single story arc or overt problem-solution narrative. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Tempur-Pedic – Positioned as a premium mattress brand leveraging proprietary TEMPUR material technology that adapts to individual body shapes and weights, Tempur-Pedic emphasizes superior pressure relief and orthopedic support. It targets consumers seeking luxury sleep solutions with clinically proven comfort and durability, often appealing to those with specific health and pain-relief needs. 2. Casper – Casper disrupts the traditional mattress industry with a direct-to-consumer model, offering high-quality, minimalist mattresses designed for universal comfort. They focus on convenience, value, and a modern, digitally native shopping experience, supported by risk-free trials and transparent pricing, appealing especially to younger, urban consumers. 3. Purple – Purple differentiates through its unique hyper-elastic polymer grid technology designed for enhanced airflow, pressure relief, and durability. The brand blends scientific innovation with a playful, unconventional marketing style, targeting tech-savvy and value-conscious customers who want advanced comfort without premium pricing. 4. Saatva – Saatva positions itself as a luxury mattress brand emphasizing handcrafted craftsmanship, eco-friendly materials, and an old-world aesthetic. It offers a wide variety of mattress styles and firmness options, targeting premium consumers who want tailored luxury, sustainable products, and white-glove service including in-home setup. 5. Tuft & Needle – Tuft & Needle adopts a simplified, affordable, and high-quality approach by offering thoughtfully engineered mattresses at competitive prices through a direct-to-consumer channel. The brand appeals to practical buyers seeking good performance, straightforward options, and an easy online shopping experience with customer-centric policies.