1 October 2010 - 9:57am | posted by | 14 comments

Video: New Sleepmasters ad from Public and The Gate

Bed retailer Sleepmasters has launched a new TV campaign with Doncaster ad agency Public and Manchester production company The Gate Films. Watch it here.

The two firms collaborated a year ago to create Sleepmasters' first ever TV campaign, which they claim buoyed the retailer to its best ever bank holiday sale and a year-on-year sales increase of 20%.

Darren Price, senior art director at Public, said: “The 2009 ‘Sorry’ campaign elevated the brand commercially. It raised Sleepmasters to new heights and we knew we had to maintain the momentum."

The new ad, which you can see below, is now running on the ITV network. It features Alison Moyet singing an acoustic version of Yazoo's 1982 hit 'Only You'.  

The ad was shot over four days on location in Manchester with director Simon Lewis.

He said: "When I first saw the boards, I thought the concept was an incredibly brave one. How many furniture retailers have attempted something like this in the past five years? 

"After speaking with the creatives, I was instantly in love with the project and feel that the client’s decision to launch with a 60 second spot vindicates Public’s bold approach.”

Comments

Anonymous (not verified)
1 Oct 2010 - 10:14
Anonymous's picture

Ruined it at the end with the horrible discount voiceover. Presumably the clients input.

0
0
1 Oct 2010 - 10:50
tim_kelly's picture

In the shouty world of big ticket advertising this will stand out beautifully. I know where I'd be heading if I was in the market for a new bed.

0
0
Anonymous (not verified)
1 Oct 2010 - 11:22
Anonymous's picture

Yes, me too. Argos. Same bed, much cheaper.

0
0
Anonymous (not verified)
1 Oct 2010 - 11:23
Anonymous's picture

Looks to me like the start of a Nescafe/BT style blossoming relationship for the two characters. Gripping.

0
0
1 Oct 2010 - 11:51
richard_newell's picture

I like it. And agree with anon 11:23 - this has potential to be drawn out. DFS, here's what you could've won.

0
0
Anonymous (not verified)
1 Oct 2010 - 12:05
Anonymous's picture

Next one, she could be dancing about butt naked a al Wicker Man, while he works himself into a terrible lather.

0
0
Anonymous (not verified)
1 Oct 2010 - 12:40
Anonymous's picture

this is a 60 second spot. I imagine the shorter versions will be harder working. anonymous 12.05 - if most punters come away thinking that much from a first viewing Sleepmasters will be very happy indeed.

0
0
Anonymous (not verified)
1 Oct 2010 - 13:16
Anonymous's picture

It's a nice little fil, but it doesn't say Sleepmaster very loudly. The product at the end could be anything - coffee, carpets, a car.

0
0
Anonymous (not verified)
1 Oct 2010 - 13:41
Anonymous's picture

"The lighting in this ad is stunning. And the bespoke re-recording of Yazoo's track (Which I think should be released as a single) is beautifully supported by the film's story."

Yeh you work at the agency though so you would say that.

Althought I do think it's a nice ad. Shame they spoiled it at the end with the horrid 3 second return to traditional bed advertising.

0
0
Anonymous (not verified)
1 Oct 2010 - 14:33
Anonymous's picture

Thing with these sort of ads is they're trying to be two things.

This particular example tries to be 'brand' and all touchy feely with a concept and then undoes everything by clumsily shoehorning in a 'double discount' hard-nosed retail offer.

Obviously, from a financial POV, it's cheaper to bolt on the offer, but if you're "incredibly brave" enough to shoot this concept, the client should believe enough to invest in the airtime to top the break with it then tail the break with a stand alone 10 sec 'double discount' offer.

1. Engage emotionally.

Then

2. Give a more rational reason to buy - double discount.

Sounds a bit cold, but I'm trying to be objective and rational about this (which may be an alien concept to The Drum 'comments'.

0
0
Anonymous (not verified)
1 Oct 2010 - 15:46
Anonymous's picture

Cor, she's lovely!! Is the next ad, that ugly guy with a glass to his bedroom wall then?

(And agree with everyone else).

0
0
Anonymous (not verified)
1 Oct 2010 - 16:16
Anonymous's picture

Its' very nicely shot, lit and directed; so, well done to the production team.

From an ideas stance: the story and the brand link is tenuous, I could basically bolt on any product / name on to the last 5 sec. e.g. they could have made a cup of coffee when back home and he didn’t have milk and then.... They could have taken off their jackets and still been all fresh & sweet – a deodorant that lasts the whole day! Or they could have switched on Sky and caught up on all their Sky + progs.

It would have been better if the story linked (even in some nominal way) to the brand product.

0
0
Anonymous (not verified)
4 Oct 2010 - 13:58
Anonymous's picture

What the hell has this got to do with beds?

0
0
Anonymous (not verified)
4 Oct 2010 - 16:17
Anonymous's picture

WTF? A nicely shot bit of fluff with a bed ad tacked onto the end. Where's the relevance to the brand? There are so many ads on telly like this at the minute - you watch it going "This is nice, I wonder what the punchline is? Please let it be good and not completely ruin what's gone before." Unfortunately, nine times out of ten, the reveal is a damp squib. Just like it is in this case.

0
0

Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

Sports Bra Award Win

19/12/2014
Our super-star lingerie client, Wacoal Eveden, is...

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...