ComfortMode

Sleep Number Corporation debuted a campaign to highlight its newest product, marking a major shift in how the brand connects with consumers by moving beyond traditional mattress specs to focus on real-life moments. The ad is inspired by the insight that what you do today changes what you need tonight, and every moment deserves a great night’s sleep. Created in partnership with Fallon, the spot showcases ComfortMode, the company’s most comfortable mattress at a sub-$1,600 price point, creatively highlighting the ways the bed adapts to people’s changing lives to bring comfort.

“In creating this ad, we were inspired by a simple insight: people’s sleep needs change as their lives change,” said Amber Minson, Sleep Number’s EVP and Chief Marketing Officer. “By telling stories that mirror people’s real, evolving lives, the campaign brings the value of ComfortMode to life in a more authentic way. We shifted our creative approach to show how our newest bed delivers personalized comfort night after night at an approachable price, allowing us to meet customers where they are and making the Sleep Number brand relevant for people at every stage of life.”

This ad launch marks a key step in Sleep Number’s brand evolution as the company expands its relevance to more customers and shifts from a traditional retailer toward a more customer-centric sleep wellness brand. As part of this work, the brand is reshaping its marketing and creative to better connect with today’s consumer and drive engagement with a focus on better ROI. And, the new spot signals a move away from the mattress industry’s crowded sameness of tech specs and plain foam imagery, and toward a real-life story that underscores what makes Sleep Number beds unique: the ability to adjust to each sleeper night after night.

"Sleep Number is a wellness icon, and this partnership is about joining forces to unlock the brand's next level of growth," said Nikki Baker, Fallon CEO. "Our ‘outsmart versus outspend’ philosophy is the perfect match for Sleep Number’s spirit of innovation—it’s about moving past the technical noise of the category to reconnect with the human side of sleep. Together, we’re not just launching a campaign; we’re modernizing the brand identity to ensure Sleep Number is the obvious choice for a much broader audience."

The new 30-second ad is available on YouTube and will be distributed across linear TV, online video, audio platforms and Sleep Number’s social platforms.