Aardman Animation and STORY combine talents to create a new national TV spot for Serta.
Aardman Animation and STORY teamed up for a new commercial for Serta in which the brand’s award-winning Counting Sheep break into a mattress factory in hopes of committing the “Perfect Sleeper” crime.
Conceived by Doner of Southfield Michigan, Mattress Heist marks the return of the animated Counting Sheep created by award winning animation studio Aardman, which first appeared in the company’s ads more than a decade ago. In this case, the furry animals break into a factory showroom in a middle-of-the-night caper to “see what Serta’s been up to.” Rifling through company files and computers, they learn that Serta’s Perfect Sleeper is “the only official mattress of the National Sleep Foundation” and has been shown to cure common sleep problems. In hopes of retaining their jobs as sleep inducers to insomniacs, the sheep make off with a mattress on their backs.
The spot was filmed at Serta’s headquarters in Hoffman Heights, Illinois. The production crew shot both the interior and exterior of the Serta facility, as well as a number of practical props, including file cabinets, computers and the “hero” queen-size mattress. The animation and finishing was completed by Aardman in Bristol, UK.
Title: Mattress Heist
Client: Serta Andrew Gross, SVP Marketing; Kelly Ellis, Director Integrated Marketing; Matt Whitmer; Manager Creative Services; Steve Klancnik, Rod Jenkins, Leo Kapetanovic and Rich Parker, Research & Development.
Agency: Doner, Southfield, Mich. Ken Spera, SVP, Creative Director; Mike Brooks, Creative Director; Alexander Page, Producer; Wendy DeWindt; VP Brand Leader; Melissa Zelinski, Brand Leader Production.
Production: Aardman Animation, Bristol, UK. Peter Peake, Director; Jason Fletcher‐Bartholomew; Senior Producer; Martin Blunden, Technical Director; Maggie O'Connor, Production Coordinator.
STORY. Mark Androw, Executive Producer; Rick Rosemeyer, Producer; Mary Langenfeld, Head of Production.
About Aardman Animations
Aardman, based in Bristol (UK) co-founded and run by Peter Lord and David Sproxton, is a world leader in animation. It produces feature films, television series and television commercials for both the domestic and international market. Their multi-award winning productions are novel, entertaining, brilliantly characterised and full of charm that reflects the unique talent, energy and personal commitment of the very special people who make up the Aardman team. The studio’s work is often imitated and yet the company continues to lead the field producing a rare brand of visually stunning and amusing independent and commercials productions.
STORY is represented is represented on the East Coast by Laura Zinn (212) 741-0909; in the Midwest by Dawn Ratcliffe (312) 491-9194, in the Southeast by Miller + Associates, (954) 563-6004; in the Southwest by Gossip!, (214) 288-2813 and on the West Coast by Susan Bennett (310) 827-8441.