For too long, society has sent the message that success belongs to the strivers – the midnight oil burners and long-hour loggers sacrificing nights and weekends, delaying present needs for some distant reward. But, in reality, much of what we hustle hard for can get achieved overnight. Swift and Purple Mattress have teamed up to bring the point home in the first campaign since becoming creative partners.
Their real secret to success? Sleep.
Built on that idea, “Overnight Success” consists of 30-second and 15-second spots along with social assets, and showcases a broad range of humans delivering Purple Mattress’ manifesto around the correlation between sleep and success, with visuals underscoring this notion as we see mattresses everywhere from offices to cycling classes. The effort turns hustle culture on its head by highlighting the idea that, as we hustle hardest to make bedtime on the mattress made for successful sleeping, we’re all one sleep away from an overnight success. Watch below:
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“As we took a look at today’s culture, we acknowledged a world struggling to find stability amidst a worldwide pandemic,” said Taleah Mona-Lusky, President of Swift. “We used to celebrate hustle culture, but today, hustle culture is in direct opposition of what our audience values. “Overnight success” flips the script on that outdated narrative, redefining what wellness means and reinforcing what Purple stands for.”
“Swift was the perfect partner for us on this campaign. We wanted work that showed Purple is different, and that celebrates that difference. Swift immediately got our brand and Purple people,” noted Patrice Varni, Chief Marketing and Digital Officer at Purple Mattress. “They delivered an idea that could stand apart from and disrupt the same old mattress category creative. From insights to concepts to production and collaboration, Swift crafted an approach that was both rooted in culture — we’re all exhausted, we need the power of better sleep more than ever — and rooted in our business.”
CREDITS:
CLIENT: Purple Mattress
- Chief Marketing Officer: Patrice Varni
- Vice President of Marketing Strategy: Erica Dudash
- Vice President of Advertising and Growth: Scott Symonds
- Media Director: Savannah Guyer
- Creative Director: Jackie Salway
- Marketing Strategy Manager: Nick Corotan
AGENCY: Swift
- Account Executive: Corrie Williams
- Account Director: Kate Torsey
- Senior Project Manager: Daina Tate
- Art Director: Emily Mayberry
- Writer: Isaac Weeber (freelance)
- Writer: Lindsey Lanpher (freelance)
- Writer: David Azrael
- Senior Art Director: Emily Mcnulty
- Data Science: Varsha Bhagel
- Interim Executive Creative Director: Eric Segal
- Executive Producer: Hanna Hagen
- Strategy Director: Drew Phillips (Freelance)
- EVP Strategy: Leslie North
- Associate Strategy: Millie Robson
PRODUCTION COMPANY: Greenpoint Pictures
- Owner: Michael Kuhn
- EP: Tatiana Rudzinski
- EP: Trevor King
- Head of Production: Karen Berkowitz
- Director: Rob Soucy
- Producer: Luke Stevens
- DP: Josh McKie
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