Of all of nature’s rules, the one we have long struggled to overcome is gravity. From space launches to freerunning, we attempt to defy this most immutable law in the hope of flight, of acrobatics, of weightlessness. But perhaps we should just give in to gravity, says a new commercial for mattress brand Casper. Written, designed and directed by New York–based HunterGatherer and produced by Los Angeles creative studio Ways & Means, “Gravity” reflects on the substance of sleep. As a narrator recalls humanity’s efforts to avoid succumbing to gravity, a montage of graphics, colorful sets and animations fly by. All the while, Casper’s distinctive brand voice details its product’s specific features, like layers, airflow, rebound and lift, while remaining quirky and engaging. “Gravity,” edited by Beast—with color by New York–based RCO Color & Finishing and sound by Dylan Nowik and New York’s Mixology Post—manages to explain mattress-y things without putting us to sleep, but eventually, that’s just what we’re encouraged to do. “Lay down, let go,” suggests the narrator. A good night’s sleep awaits.
Design by Toko’s signage recalls the playfulness of children’s building blocks.