Carmichael Lynch is pleased to announce that it has been awarded media planning, buying and analytics for Tempur-Pedic. This follows the December announcement of the firm winning Tempur-Pedic's creative and public relations duties.
“During the pitch we knew they had landed on the big creative idea that could make the largest impact for our brand,” said Patrice Varni, senior vice president of marketing at Tempur-Pedic. "Once the creative began to take shape, we realized the importance of matching the delivery tightly with the work, so we decided to consolidate those efforts."
“We're honored to be awarded the business,” said Joe Germscheid, director of consumer engagement at Carmichael Lynch. “It gives us an opportunity to showcase our agency's full strategic services of market strategy and planning, consumer engagement and analytics, while offering our client one-stop shopping.”
Carmichael Lynch launched a new campaign this week on national broadcast, cable and digital video spreading the brand’s message: You are how you sleep. Filmed by award-winning director Mike Mills (The Beginners, Thumbsucker,) the first spot in the campaign, titled Bear, looks at the life of an unrested mom, but from the somewhat pragmatic point of view of her twin daughters. Rather than focusing on materials and restful bodies, the campaign reveals that the real value of a bed isn’t the eight hours spent sleeping, but the quality of your awake-time.
Today, Carmichael Lynch debuts the spot Free Samples. It’s no easy thing giving you the best sleep of your life but the folks at the Tempur-Pedic Sleep Innovation Lab sure have fun doing it. Here, we’re given a sneak peak of their top-secret facility in some faraway land where English is optional and rest is a requirement. Filmed by Martin Granger, this spot focuses on introducing the world to Dr. Nicklas Sandström and his wonderful world of sleep improving with a few slips of the tongue along the way.
Full credit lists for both spots are attached.