The Coleman Sleeping Bag campaign promotes sleeping bags that are so comfortable, a person might as well be sleeping in a motel bed. In fact, considering the often dingy state of motel rooms, sleeping under the stars is much more preferable. It illustrates this comparison through the use of iconic motel signs that point down towards the earth where the sleeping bag would rest.
Created by Young & Rubicam, an ad agency based in Prague, Czech Republic, the Coleman Sleeping Bag campaign is a simple and clever concept that will inspire a few chuckles. It was art directed by Atila Martins with creative direction by Jaime Mandelbaum. Illustrator Marek Motalik, working under Marco Antonio do Nascimento, played with various backdrops from mountain ranges to dense forests.
Motel-Mimicking Camping Ads
The Coleman Sleeping Bag Campaign Shows This Product is like a Bed
Trend Themes
1. Comfortable Camping - Opportunities for companies to innovate and produce camping gear that offers more comfort, similar to home-like experience.
2. Outdoor Hospitality - Potential to create camping sites with amenities similar to hotels and motels, attracting outdoor enthusiasts who are not willing to trade comfort.
3. Decor Innovation - Companies can explore creative ways of merging decor and outdoor products to offer a unique outdoor experience.
Industry Implications
1. Outdoor Industry - Companies in the outdoor industry can focus on improving the comfort level of their products and services to attract more customers.
2. Hospitality Industry - There is an opportunity for hotels and motels to expand their services to include camping-like experiences and appeal to outdoor enthusiasts.
3. Advertising Industry - Agencies can explore new and creative ways of advertising outdoor products and services, highlighting the comfort and luxury aspects.