23 Days

Art Direction

This campaign featured country music act SHeDAISY and their song “23 Days.” The spots and song, which aired in major national programming, are about being on tour and longing for home, where the women can sleep in the personalized comfort of their own Sleep Number beds.

A long format music video was also created for use in-store and online.

Research revealed the bed had a remedial image and older target market, so ads were created with content aimed at a larger audience that could relate more to Desperate Housewives than The Bionic Woman.