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eve sleep's Bedroom Boogie Sloth Is an Ad Rating Hit

Trends and Insight 673 Add to collection

System1 Group's Ad Ratings machine reveals the strong score for the mattress brand's latest campaign

eve sleep's Bedroom Boogie Sloth Is an Ad Rating Hit

Most ads on the London Underground don’t stick in the brain. A lot of them lean on the wholly valid insight that you’d probably rather be anywhere else than stuck in a big Victorian pipe waiting for transport. So you see plenty of holiday ads, booze ads, and a good few bed and mattress ads. Fair enough as a media strategy, but not much stands out.

So I was delighted to see this little fella on my way into work the other day. So delighted, I sent a pic of it to my wife on the spot. Well done eve, I thought. A mattress ad, for sure, but no offer details, no clever wording, no product claims – just a likeable character and the confidence to use it.

Still, what I think doesn’t matter much – I’m just one jaded researcher with a thing for ungulates. What do the wider public think about the eve Sloth? Fortunately, we can find out by testing it. There’s a TV ad airing at the moment, which is equally simple in its approach – the sloth has a boogie around the bedroom, and that’s all.

We fed it into the Ad Ratings machine, in which we show commercials to people, and use their emotional response to predict long-term effectiveness with a 1- to 5-Star Rating.

And the Eve Sloth is a hit – a very strong 4.1-Star Rating for the TVC. For a direct-to-consumer household goods brand, that’s very good work with excellent brand-building potential. It’s no wonder the sloth is being used across media.

What is it that makes the commercial work so well? There’s a bit of metaphor in the mix – eve mattresses are so comfy they can lively up a sloth – and the tiniest nod to retro-hip sensibility with the selection of a Moloko song for the soundtrack (why yes, the students of 20 years ago probably are in need of some shut-eye). But basically, it works because people like to see dancing puppets and this one is adorable. It’s no more complex than that.

There’s been something of a micro-trend for FX-generated creatures and animated objects in TV ads lately, and they do indeed test well. The Halifax offered us a disco-dancing slinky spring (3-Stars) and Lotus Biscoff scored a 5-Star ad with some bopping coffee cups. Purists may bemoan the lack of insight, brand truths or indeed purpose behind some of these wrigglesome devices, but in a world of mistrusted and forgotten campaigns it’s good to have at least some ads which work because, dammit, people like them.

Tom Ewing is head of marketing at System1. 

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System1 Group PLC, Fri, 09 Aug 2019 10:38:10 GMT