I've always found the expression "slept like a baby" to be a bit conflicting, but in the sense that this Comforta Mattresses campaign pictures it, there's no doubt that the idea is as adorable as the slumbering models in each ad.
"Sleep like it used to be," is the tagline attached to these three prints by the Grey Group of Indonesia, suggesting that even hard-working and stressed adults can attain tranquility on this brand of bed. Infants were placed upon the cushioned surfaces to cleverly and quite cutely demonstrate this. They are dressed in oversized grown-up clothing with books, spectacles and cellphones to distinguish them as sweet de-aged sleepers. This Comforta Mattresses campaign may thus appeal most significantly to young exhausted parents in desperate need of some sound shut-eye.
Anti-Aging Sleepvertising
This Comforta Mattresses Campaign Markets Sleeping Like a Baby
Trend Themes
1. Tranquil Sleep Campaigns - Disruptive innovation opportunity: Creating sleep campaigns that emphasize relaxation and tranquility as a selling point in the mattress industry.
2. Targeting Exhausted Parents - Disruptive innovation opportunity: Developing products and services that cater specifically to young exhausted parents who are in need of quality sleep.
3. Adorable Sleep Advertising - Disruptive innovation opportunity: Utilizing cute and whimsical imagery in advertising campaigns to evoke positive emotions and capture consumer attention in the sleep industry.
Industry Implications
1. Mattress Industry - Disruptive innovation opportunity: Introducing innovative mattress technologies and materials to enhance sleep quality and comfort.
2. Parenting Industry - Disruptive innovation opportunity: Creating innovative products and services that cater to the needs of young exhausted parents, such as sleep aids, parenting apps, and relaxation devices.
3. Advertising Industry - Disruptive innovation opportunity: Exploring creative and unconventional advertising strategies that use cute and eye-catching imagery to promote sleep-related products and services.