Sleep Country begins Sleep Daddy campaign
By Rob Bale
Retail chain Sleep Country has begun a new campaign called “Sleep Daddy.” The campaign, developed by Publicis Canada, features actor Eugene Levy as a character called the Sleep Daddy, who advises consumers to “get serious about their relationship with sleep.” It consists of television, radio, digital, social media and in-store advertising. Media work is being handled by Kingstar Media. Public relations are being conducted by North Strategic.
“We needed a memorable way to nudge Canadians to start taking their sleep seriously,” said Vini Dalvi, chief creative officer at Publicis. Thinking about sleep like it’s a relationship, a partner with its own unique needs that is deserving of respect, is a fresh approach that breaks from how the rest of the category is talking. Eugene is the perfect relationship coach, with the unique ability to instantly connect with Canadians, demanding their attention while remaining warm and approachable.”