Rethink and IKEA have captured the most unfiltered product reviews possible. Reviews from people who were asleep.

The partners filmed sleepers over two nights in the in the IKEA North York showroom in Toronto, surrounded by hidden cameras and microphones that were engineered to pick up even the slightest mumble. More than 90 hours of mumbles and bits of nocturnal monologue were captured to produce a series of offbeat product “reviews” that show how rewarding a good night’s sleep can sound.

Sleep Talk Reviews taps into the current obsession with the rest and recuperative powers of a good night’s sleep. But rather than mouth tape, weighted blankets, the endorsement of influencers or AI-generated reviews, its “testimonials” put forward something more simple and reliable – a good (and affordable) mattress. Sleep talking is the ultimate sign of a deep sleep.

The one-of-a-kind reviews will also end up in radio, Spotify, organic social and an owned OOH board outside the IKEA Downtown store in Toronto.

“At IKEA, we’re always exploring creative ways to connect Canadians with affordable everyday solutions that help them to get a good night’s rest and improve their overall life at home,” stated Jonelle Ricketts, head of marketing, IKEA Canada. “With Sleep Talk Reviews, we captured real, unscripted moments to show – quite literally – how comfortable our mattresses are.”

“The relationship between sleep talking and a good night’s sleep is something that felt both fresh and humorous, tapping into the tone that IKEA has become known for,” commented Zachary Bautista, group creative director at Rethink.

Geoff Bailie, group creative director at Rethink, added, “Going into the shoot, we had no idea what we were going to capture, but in the end, it was that authenticity of the real sleep talkers that helped this campaign come to life in an interesting and insightful way.”