Liev Schreiber Stars in Droga5's Surreal Ads for Mattress Firm
Ray Donovan star Liev Schreiber rides a bed around town in Droga5's somnombulantly surreal spots for Mattress Firm that break during coverage of the Tokyo Olympics.
"We've got a problem, America. 'Junk Sleep.' It's what you get from a bed that isn't right for you," Schreiber begins in this 90-second anthem, observing weird nocturnal scenes that bring his spiel to life:
"Keep calling Kevin Keith—Junk Sleep. Left your laptop on the bus—Junk Sleep," he says. "Junk Sleep puts bags under the bags under your eyes. Junk Sleep makes you forget the one thing your boss said not to forget."
The vibe is low-key strange, as director Steve Ayson spins an odd dream, but no nightmare. Schreiber encounters dudes with pillows stuck to their heads, himself (forgetting what the boss said not to forget), and, randomly, a wolf that whispers "Junk Sleep" as it crosses the street.
"Maybe it's time to ask yourself: Did you get out of the wrong side of the bed this morning, or the wrong bed altogether," he concludes, as the line "Unjunk your sleep" flashes on screen.
"The main objective is to help people realize they don't just need sleep—they need good sleep," Droga5 executive creative director Scott Bell tells Muse. "So, we created the enemy of good sleep. Maybe you're getting Junk Sleep because you're sleeping on a worn-out 12-year-old mattress. Or maybe you just bought a mattress online and it turns out not to be a good fit. It doesn't really matter. We just want people aware of the problem."
Filming lasted a week, with each night shoot ending around 5 a.m.
"When it was all said and done, pretty much everyone was suffering from some pretty severe Junk Sleep," Bell recalls. "But hey, we got to drive a bed around downtown LA. That was pretty fun."
Hey, don't nod off, readers! Check out more spots below:
CREDITS
Client Mattress Firm
Campaign Junk Sleep
Agency Droga5 NY
Co-Chief Creative Officers Tim Gordon & Felix Richter
Executive Creative Director Scott Bell
Founding Partner Duncan Marshall
Group Creative Director Andy Fergusson
Creative Director Matty Smith
Creative Director Will Lowe
Associate Creative Director Victor Moncluz
Senior Art Director Conner Tobiason
Senior Copywriter Craig Gerringer
Associate Creative Director Joel Francke
Sr. Art Director Jason Gold
Copywriter Jordan Dodson
Jr. Copywriter Jesse Austin
Jr. Art Director Sabrina Lau
Group Experience Design Director Craig Wong
Director of Film & Content Production Jesse Brihn
Executive Producer, Film Jeremy Fox
Senior Producer, Film Oscar Thomas
Producer, Film Mateus DeFaria
Director of Business Affairs Dan Simonetti
Celeb Talent Relations & Sr. Bus. Affairs Mgr Whitney Vose
Senior Business Affairs Mgr. Paul Van Dorpe
Senior Talent Manager Sunny Valencia
Senior Producer, Interactive Colin Neff
Executive Design Director Rich Greco
Executive Design Director Nate Scott
Design Director Fabian Grateroles
Sr. Designer Denzel Hill
Sr. Designer Alex Vitela
Designer Elvis Dinh
Group Strategy Director Will Davie
Group Strategy Director Nick Maschmeyer
Strategy Director Gideon Olshanksy
Group Communications Strategy Director Samantha Deevy
Group Communications Strategy Director Leigha Baugham
Group Communications Strategy Director Justin Schneider
Sr Communications Strategist Clark Cofer
Communications Strategist Emily Banaszynski
Group Data Strategy Director Anthony Khaykin
Data Strategy Director Tradd Salvo
Data Strategist Erik Smith
Executive Group Account Director Frank Renwick
Account Director Nivie Roberts
Account Supervisor Melissa Pasternak
Account Manager Jenni Moseley
Project Manager Damaris Giha
Client Mattress Firm
Chief Executive Officer John Eck
Chief Marketing Officer Ramin Eivaz
SVP Brand Marketing Sam Bennett
Sr. Director Brand Marketing Kelly Shannon
Sr. Brand Manager Hannah Miller
Production Company MJZ
Director Steve Ayson
DOP Michael Gioulakis
Executive Producer David Zander
Executive Producer Emma Wilcockson
Producer Adriana Cebada Mora
Production Designer Jahmin Assa
Production Company Second Child
Managing Director Scott Chinn
Photographer Paul McGeiver
Editor Victor Hermosillo
Editor Elizabeth Morringello
Assistant Editor Andrew Davenport
Post Producer Juany Alduez
Post Production Coordinator Troy Landry
Editorial Mackenzie Cutler
Editor Gavin Cutler
Editor Pamela Petruski
Assistant Editor Megan Heard
Executive Producer Gina Pagano
Sound Design Sam Schaffer
Post Production Parliament
Executive Producer Parliament
Producer Parliament
Music Human
EP James Dean Wells
Creative Lead Morgan Visconti & Mike Jurasits
Composers: John Chris Barnes & Craig DeLeon (Anthem)
Gordon Minette & Morgan Visconti (Send Off)
Audio Post/Sound Design Heard City
Mixer/Sound Designer Evan Mangiamele
Mixer Seth Phillips
Mixer Stefano Campello
Managing Director Gloria Pitagorsky
Executive Producer Jackie James/Sasha Awn
Producer Andi Lewis
