SOVA, a mattress and bedding brand that's based out of Sweden, launched a new print ad that corresponds with the 2020 US election.
The tongue-in-cheek ad tells consumers to "Prepare for Sleepless Nights," alongside a set of colorful sheets that are shaped to resemble republican candidate Donald Trump. With American voters and viewers across the world still awaiting the official election results, SOVA's ad plays on the widespread feelings of uneasiness that many are experiencing in the meantime. Beside the sheets, SOVA highlights the names and prices of the different designs, simultaneously showcasing its selection of home goods that are available through its website.
SOVA partnered with a small advertising agency called Garbergs to design the ad, which is also located in Sweden.
Election Anxiety Sheet Ads
SOVA's New Print Ad Tells Consumers to "Prepare for Sleepless Nights"
Trend Themes
1. Election-inspired Advertising - Opportunity for companies to create tongue-in-cheek ads that play on current events to increase brand awareness and engagement.
2. Capitalizing on Widespread Uncertainty - Opportunity for companies to use current events to connect with consumers and address their shared anxieties through marketing and advertising efforts.
3. Unconventional Marketing Strategies - Opportunity for companies to use humor and satire to stand out in a crowded advertising space and create a unique brand identity.
Industry Implications
1. Advertising - Companies in the advertising industry can leverage election-inspired advertising trends to differentiate themselves and create more engaging and impactful campaigns for their clients.
2. Home Goods - Companies in the home goods industry can use current events and social trends to appeal to consumers and highlight their products in a creative and timely manner.
3. Mattress and Bedding - Companies in the mattress and bedding industry can create targeted marketing campaigns that address common consumer concerns such as sleep quality and comfort, while also connecting with consumers on a deeper emotional level through their advertising efforts.