The Drum Awards for Marketing - Extended Deadline

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Agency: BBH London
Client: Simba
Date: Sep 2019
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The mattress in a box brand, Simba, is retelling the Cuban Missile Crisis as a way to illustrate the benefits of good sleep on decision making and emotional reactions.

The Cuban Missile Crisis was a 1962 confrontation between the United States and the Soviet Union, initiated by the discovery of Soviet ballistic missiles in Cuba. The two countries then pointed missiles at each other for 13 days, until Russia was made to withdraw its bombs.

Referencing the famous altercation, Simba's 'Made for Peace' film opens on the deck of an aircraft carrier, as the Russia Soviet army touches down to confront the US.

Onboard the aircraft carrier, an American general and Russian general march up to each other, staring intensely. The voiceover goes "In 1962, the US and Soviety Union brought us to the brink of nuclear annihilation. Maybe things would have been settled more peacefully if everyone had slept better?"

Instead of erupting into conflict, the two countries instead let their hair down and with a real sense of camaraderie, begin to play a friendly and fun game of tennis.

The voiceover continues: "Sadly none of this happened, because the Simba hybrid mattress with five layers of comfort and patented micro-spring technlogy dind't exist...until today."