The award-winning and 2008 Advertising Icon of the Year, Serta Counting Sheep are at it again with their boldest move ever! In a new campaign for the Serta Perfect Sleeper, the Counting Sheep are overwhelmed by Serta’s latest innovations for comfortable mattresses.

The campaign, created by Doner, emphasizes how the Perfect Sleeper helps solve the five most common sleep problems while also recognizing it as the first and only official mattress of the National Sleep Foundation (NSF). The NSF partnered exclusively with Serta to improve sleep quality through optimal mattress design and enhanced sleep education.

In the latest television spot, debuting May 18, the famous herd breaks into Serta’s headquarters and finds the Perfect Sleeper. They also uncover proprietary research outlining how the mattress solves the five most common sleep problems.

In order to save their livelihood and get troubled sleepers to count sheep again, the Counting Sheep create a scheme to steal the mattress. As the herd makes their getaway with the mattress atop their back, one remarks how great the mattress feels—comedically emphasizing the comfort of the Perfect Sleeper.

Now in its 11th year, the Counting Sheep campaign has helped lead Serta to the #1 position in the category for unaided awareness.* With this campaign, Doner continues its longstanding partnership with Aardman, the original animator of the famous sheep as well as the creators of Wallace & Gromit.

Watch “Mattress Heist” below, which will air on channels including the Food Network, TLC, CBS and ABC. The campaign also includes online banners and social media.

*Source: GKF Strategic Innovation 2011.

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Creative Credits

Co-CEO, Chief Creative Officer: Rob Strasberg
EVP, Executive Creative Director:  Murray White
SVP, Creative Director:  Kenneth Spera
Creative Director:  Michael Brooks
SVP, Director of Broadcast Production:  Brian Dooley
Producer:  Alexander Page