Tempur-Pedic's 'BEAR' and 'Free Samples'

Carmichael Lynch is pleased to announce that it has been awarded media planning, buying and analytics for Tempur-Pedic. This follows the December announcement of the firm winning Tempur-Pedic's creative and public relations duties.  

“During the pitch we knew they had landed on the big creative idea that could make the largest impact for our brand,” said Patrice Varni, senior vice president of marketing at Tempur-Pedic. "Once the creative began to take shape, we realized the importance of matching the delivery tightly with the work, so we decided to consolidate those efforts."
 
“We're honored to be awarded the business,” said Joe Germscheid, director of consumer engagement at Carmichael Lynch. “It gives us an opportunity to showcase our agency's full strategic services of market strategy and planning, consumer engagement and analytics, while offering our client one-stop shopping.”   
 
Carmichael Lynch launched a new campaign this week on national broadcast, cable and digital video spreading the brand’s message: You are how you sleep. Filmed by award-winning director Mike Mills (The Beginners, Thumbsucker,) the first spot in the campaign, titled Bear, looks at the life of an unrested mom, but from the somewhat pragmatic point of view of her twin daughters. Rather than focusing on materials and restful bodies, the campaign reveals that the real value of a bed isn’t the eight hours spent sleeping, but the quality of your awake-time.

Today, Carmichael Lynch debuts the spot Free Samples. It’s no easy thing giving you the best sleep of your life but the folks at the Tempur-Pedic Sleep Innovation Lab sure have fun doing it. Here, we’re given a sneak peak of their top-secret facility in some faraway land where English is optional and rest is a requirement. Filmed by Martin Granger, this spot focuses on introducing the world to Dr. Nicklas Sandström and his wonderful world of sleep improving with a few slips of the tongue along the way.  
 

Chief Creative Officer: Dave Damman                                        
Executive Creative Director: Marty Senn                                        
Art Director: Brad Harrison & Doug Pedersen                                
Director of Integrated Production: Joe Grundhoefer                       
Producer:  Jon Mielke                                                                   
Account Executive(s):  Stacy Janicki, Jesse Simon, Sarah Brehm   
Senior Project Manager: Lisa Brody               

Production Company: The Directors Bureau                               
Director:  Mike Mills                                                                         
Director of Photography:  Kasper Tuxen                                                                                       
Executive producer:  Lisa Margulis                                                                                    
Line Producer: Youree Henley                                                                           
Editing House: Rock Paper 
Editor:  Grant Surmi                                                                       
Producer: Joanna Hall & Marguerite Olivelle   
Composer: Roger Neill   
Sound Design:  BWN Music and Sound  
Sound Designer & Mix: Carl White    

Online/FX: Drive Thru