small talk: 20 years ago, the serta counting sheep took over television. 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 2025. for social, we re-introduced the counting sheep led by their mastermind—#1. soon, they were up to their old tricks. this time, trying to put serta to bed for good.
role: acd, copywriter
art direction: matt reising, doner content team
agency: doner
first, we gave our audience the whole backstory…
and introduced the main players.
more bitter than ever, the counting sheep started sabotaging serta ads…
and spreading baaad reviews.
they even responded to real serta customers.
despite their best efforts, the gang was out-comforted by serta again.
let’s see what sheep-nanigans they get into next year.