iComfort is the place to be in new spot by Leo Burnett

Serta’s iconic sheep
mascot takes a
whimsical trip
from sticky sepia
to cool blue

Leo Burnett offers consumers a journey to a better place in a new commercial for the iComfort by Serta Mattress.

An iComfort Story about Cooler Sleep opens with a woman and a sheep in a heat wave. It is 7:30 in the morning, and neither has gotten much sleep.

In an attempt to find comfort, the woman pursues a remedy that gets botched in a flurry of cute thrills and whimsical suspense. The sheep has a better idea, and it goes from sticky sepia to cool blue.



Star turn for Number 32
Although Serta’s new iComfort mattress is loaded with leading-edge cooling technology, Comfort Story puts the sheep mascot front and center. The starring role is a first for any of the fuzzy little mascots that were introduced in 2000 and designed to be adorable manifestations of the “counting sheep” cliché.

Leo Burnett became Serta’s agency of record when it won a creative review nearly two years ago, taking over for Detroit shop Doner, which handled the account from 1999 to 2017.

Creative Agency: Leo Burnett
   Brian Shembeda – Group Creative Director
   Chip Kelly – ACD
   Travis Lampe – ACD
   Kat Hale – ACD
   Mao Jones – CRM
   Adine Becker – Senior Producer
   Kevin Lilly – EVP Strategy Director
   Lauren Schiappa – Strategist
   Alexis Andreasik – Account Director
   Shannon Rodeberg – Account Executive

Send your campaign updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.