small talk: 20 years ago, the serta counting sheep took over tv. put out of work by the way-too-comfy serta perfect sleeper, the unhappy herd was on a mission to sabotage the mattress brand.
we took on the fun ask of reprising the campaign for a new audience in 2025. for social, we re-introduced the counting sheep led by their mastermind, #1. soon, they were up to their old tricks—determined to put serta to bed for good.
my role: acd, copywriter
art direction: matt reising, doner content team
agency: doner
first, we introduced the main players…
more bitter than ever, the counting sheep started sabotaging serta’s social ads…
and spreading baaad reviews online.
they really crossed the line when they tried to keep customers away from serta’s biggest sale of the year.
let’s see what sheep-nanigans they get into next year.