Leo Burnett’s first commercial for Serta’s new campaign uses Monty Python styled humor to make an effective selling point.
Titled, Rick Blomquist, the spot relies on the narration of a very proper sounding Englishman who talks in an excellent John Cleese kind of way.
With an undertone of authority, the voiceover helps set up a punch line that could become a new phrase in America’s pop culture lexicon.
Blomquist is the first work to emerge from Serta’s current campaign — Not just sorta comfortable. Serta comfortable — and its humorous ride to the end makes every one of the spot’s 60-seconds worthwhile.
Serta launched the Not just sorta campaign with Leo Burnett after concluding its first creative review in 17 years. In doing so, the brand shifted the positioning of its message to focus on indulgent rather than restorative comfort.
According to Leo B Chief Creative Officer, Britt Nolan, the goal of the new campaign is to get consumers to “ask for Serta by name.”
“To do that, we had to do two things,” he says. “First, equate Serta mattresses as the ultimate level of comfort. And second, make sure the name ‘Serta’ is unmistakable. ‘Not just sorta comfortable, Serta comfortable’ nails both.”
According to a press release, “the campaign’s touchpoints will include three TV spots, digital banners, online videos, social, print and radio ads and in-store advertising.”
Well done, Leo Burnett.
CREDITS
Creative Agency: Leo Burnett
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
Editorial Company: Cutters
Editor: Grant Gustafson
Music: The Elements Music
Color: Company 3
Tyler Roth – Senior Colorist
Project Finishing: Flavor
Creative Director — Brian Higgins
Audio Mix: Another Country
Mix Engineer — John Binder
Media Agency: Initiative
Contact writer Daniel Patton at dan@reelchicago.com.
