Responses by Rob Baird, partner/chief creative officer, Preacher
Background: Saatva has built a successful business but had yet to create a sought-after brand. And with new competitors entering the category every other day, it was at risk of getting lost in the growing sea of mattress makers. Saatva has a unique story to tell, but to earn the affections of its luxury-loving, research-obsessed target, we needed to elevate above the fray and make it clear that Saatva was truly the wisest choice in sleep.
Reasoning: While gimmicks and up-sells dominate the traditional mattress retail space, online players have not only oversimplified the process, but also the product. Our answer to this issue was a simple one: Education. The more enlightened consumers become, the more likely they are to choose Saatva. And a magical elevator that takes you on a trip through the entire decision-making process is a pretty engaging way to educate.
Challenges: Finding a unique space for Saatva to own in a category that was becoming exponentially saturated with every passing minute. Of course, the fact mattresses aren’t the most inherently interesting things, and neither is the process of shopping for them, didn’t make this a softball of an assignment either.
Favorite details: In this two-minute spot, we split an active fireplace in half to reveal a magical golden elevator. We met a very nice monkey. We could watch the mattress store scene alone on repeat forever. We stranded a hipster in the desert, and then took a shot at his personal hygiene. And we may have hid a literal Easter egg in every scene.
Visual influences: Our elevator and its operator drew some inspiration from Wes Anderson’s The Grand Budapest Hotel with a pinch of Gene Wilder and his Wonkavator. We mixed a few strands of Raiders of the Lost Ark and Blade Runner into the casting and set design of our Search Results Bazaar, and our Mattress Store scene pulled a trick or two out of Hitchcock and Romero’s horror flick bag. We even got some George Miller desolation into our Bed-In-A-Box Desert before arriving at a Saatvana heavenscape that Ang Lee should get some credit for. Though the Greek and Moroccan coasts were pretty big contributors as well.
Anything new: We know so much about mattresses now. Saatva brings a level of knowledge to the category that will blow your sleep-loving mind.