The Sheep Are Baaaaack

The Sheep Are Baaaaack

The Serta Sheep are back in a new spot from the mattress company, the first from the creative leadership of Leo Burnett Chicago.

In the spot, Hoffman Estates-based Serta highlights fictional character Rick Blomquist of De Pere, Wisconsin and his "comfortable" life. Comfortable job, comfortable shoes, comfortable breakfast each day in his comfortable ranch home. But his life isn't really comfortable. He's been living a lie, he realizes, after trying out a Serta mattress and discovering real comfort.

Watch the spot here.

“When we set out to create a new campaign for Serta, we had one goal: To get people who are shopping for a mattress to ask for Serta by name. Which is tough, because so many brands in this category start with the letter S,” said Britt Nolan, chief creative officer, Leo Burnett.

“To [get people to ask for Serta by name], we had to do two things. First, equate Serta mattresses as the ultimate level of comfort,” Nolan continued. “And second, make sure the name ‘Serta’ is unmistakable. ‘Not just sorta comfortable, Serta comfortable’ nails both. No other brand can say that.”

Serta had previously worked with Doner which created the humorous counting sheep campaign in 2000. That campaign featured numbered sheep that were out of work because their human clients were sleeping too well on their Serta mattresses. Serta moved it's creative account to Leo Burnett in October 2017 after a review.


Creative Agency: Leo Burnett

Business Leadership

Mark Burgess – EVP Account Director

Sarah Kaminsky – Account Director

Rachel Perzek – Account Executive


Britt Nolan – Chief Creative Officer

Brian Shembeda – EVP Creative Director

Jeff Candido – VP Creative Director

Travis Lampe – Associate Creative Director, Art

Chip Kelly – Associate Creative Director, Copy

Eric Lowery – Art Director

Chris Brotzman – Copy Writer

Loraine Wysmier – Creative Resource Manager


Tom Keramidas – VP Producer

Sean Pinney – Senior Producer

Anne Carbo – Business Manager

Jennifer Snowden – Director Talent and Rights Management

Peggy Walter – VP Director of Celebrity Services


Kevin Lilly – SVP Strategy Director


Andrew Block – Senior Counsel

Tracy Scimeca – Commercial Clearance Manager

Editorial Company: Cutters

Editor: Grant Gustafson

Color: Company 3

Tyler Roth – Senior Colorist

Project Finishing: Flavor

Creative Director — Brian Higgins

Audio Mix: Another Country

Mix Engineer — John Binder

Media Agency: Initiative