If there is a thing called beyond-left-of-field, BBH London’s campaign for sleep technology brand, Simba, lives there. What a brilliant example of how creative ad ideas work wonders by entertaining, amusing and sticking in their target audience’s minds because they are wildly different.
The ad imagines (hilariously) how different the Cuban missile crisis of 1962 might have been if the powers that be in Russia and the US had had a good night’s sleep. It then reminds its audience that the crisis didn’t become a tennis match – because the five-layered Simba mattress hadn’t been invented yet. Pay attention to the final scene – it’s the jewel in a very beautiful crown.
The advert was launched to coincide with the UN International Day of Peace, the global celebration initiated by Peace One Day, whose 20th anniversary was celebrated on September 21.
BBH’s campaign, Made For Peace, for Simba definitely does its job of raising awareness that if everyone got a better night’s sleep we might all be a little more considerate, rational and collaborative. It is running across TV (Channel 4, ITV and Sky) in the UK, supported by paid ads on Facebook, Instagram and YouTube. Comms planning and media is being bought by Wake the Bear.
To support its peace initiatives worldwide, Simba is contributing £10 to Peace One Day from every Simba Hybrid Mattress sold in the UK, September 21-27 2019. Every customer’s purchase will support Peace One Day to inspire and empower young people to become active in the creation of a more peaceful and sustainable world.
Sir John Hegarty is an investor in Simba through his early-stage investor business, The Garage Soho. As creative advisor to Simba, and the creative director on this project he was involved throughout the strategic and creative development of the idea, and execution of the TV spot.
Steve Reid, co-founder and chief executive officer of Simba, commented, “Our Made for Peace campaign has been carefully curated to make a serious point about how lack of sleep radically affects decision making.
“While the campaign is designed to be light in tone, it is also intended to highlight a serious and growing issue we face as a nation. Just one night of bad sleep can make the part of your brain that processes threats react more aggressively.
“There is overwhelming scientific evidence to support the view that better sleep leads to calmer emotional reactions – yet we live in a 24-hour world where sleep is often considered a weakness.
“During the Cuban Missile Crisis the rational decision of one person, Vasily Arkipov, prevented a devastating escalation of conflict. The importance of calm decision making is as relevant now as ever and that’s something science links to sleep. As a global company in 3 continents – including North America -, we recognise the importance of improving sleep everywhere.
“A recent study we commissioned revealed nearly half (44%) of Brits are getting just 6 hours of sleep or less a night, and only 17% get their recommended eight hours of rest. We believe the sleep crisis we’re facing cannot be ignored any longer.”
Ian Heartfield, chief creative officer of BBH London, added, “We can all be a bit irrational and emotional when we haven’t had a good night’s sleep. Therefore it figures that if we all slept on a state of the art mattress, and got a better night’s sleep, the world would be a better place.”
Sir John Hegarty commented, “In these stressful times the world needs a better night’s sleep. Simba’s superior spring and foam technology can help the world sleep more peacefully. Which is why our Made for Peace Campaign is so powerful. From the White House to your house.”
Credits:
Agency: BBH London
Creative Team: Doug & Mikael
Creative Director: Adam Noel
Chief Creative Officer: Ian Heartfield
Strategy Director: Tom Patterson
Account Manager: Alexandra (Lexy) Hearth
Account Director: Jamie Bolton
Producer: David Lynch
Assistant Producer: Charlie Hurlock
Print Producer: Pippa White
Designer: Rob Wilson
Production Company: Smuggler
Director: Guy Shelmerdine
Producer: Nick Sutherland-Dodd
Post Production: MPC
Editing: John Smith @ Whitehouse Post
Sound: Will Cohen @ String & Tins
