Sleep Next Level, Perform Next Level - Sleep Number | Clapboard Ad Archive

Sleep Number’s 2023 campaign Sleep Next Level, Perform Next Level, crafted by global creative agency 72andSunny, leverages the star power and authentic rivalry of NFL wide receivers Justin Jefferson and Ja’Marr Chase to elevate the brand’s position as a crucial performance enabler through advanced sleep technology. The campaign, situated firmly at the intersection of consumer durables and sports wellness, highlights the next generation Sleep Number smart bed’s innovative features—most notably its Climate360 temperature regulation and SleepIQ responsive adjustments—that tailor the sleep environment to each athlete’s needs, thereby enhancing recovery and on-field performance. By featuring Jefferson and Chase, whose personal and professional competition adds a relatable and engaging narrative thread, the campaign underscores why 80% of NFL players choose Sleep Number beds, reinforcing the brand’s deep integration with the NFL as the Official Sleep + Wellness Partner since 2018 and its partnerships with clubs like the Minnesota Vikings and Cincinnati Bengals. The three-film series—beginning with Temp (Cooler Than Justin), which spotlights temperature control benefits, followed by Always Making Moves, focusing on the bed’s adaptive movement technology, and culminating in I Sleep Better, a playful back-and-forth banter between the athletes debating whose smart bed makes them perform better—builds a sustained, layered communication that connects product innovation with aspirational athletic achievement. This approach capitalizes on the credibility of real NFL players to position Sleep Number’s Climate360 smart bed as a secret superpower for next-level performance, supported by SleepIQ data that quantifies superior sleep quality and recovery. The campaign’s FORMAT#8—Ongoing Characters or Celebrities—strategy maximizes brand recall by consistently foregrounding Jefferson and Chase as familiar faces whose rivalry humanizes the technology benefits, moving beyond traditional product demonstration to create a culturally resonant conversation about sleep and performance. Sleep Number’s collaboration with 72andSunny, the NFL’s agency of record since 2019 with a track record of high-profile sports campaigns including multiple Super Bowls, ensures strategic alignment with NFL moments and athlete endorsements, culminating in a campaign that not only showcases product features but also amplifies the brand’s authority in sports wellness. Clapboard rates this campaign 63/100. This campaign matters to the industry because it demonstrates how integrating elite sports partnerships with cutting-edge wellness technology and a narrative-driven celebrity format can redefine a household product’s relevance by linking it explicitly to peak athletic performance.