Mattress Firm's wide selection and quality of mattresses means you're sure to find the right one for you. And when you have the right mattress, nothing gets in the way of a good night’s sleep. Not a bad back or snoring partner or even a guilty conscience. To make this point in the grandest—and most relatable—way, we focus on familiar villains. The person who takes their socks off on the plane. The person who double dips their chip into the communal guacamole. Basically, the people around us who make us want to ask, “How do you sleep at night?”

A man sitting on a plane begins to take off his shoes, followed by his socks. Then he wiggles, stretches, and finally rests his bare feet on the armrests of the person in front of him. Onlookers notice and are disgusted right as the flight attendant walks up and asks the barefooted passenger, “How do you sleep at night?” To which he comfortably says, “On a mattress from Mattress Firm.” Then, perfectly timed, the 1983 smash hit song “All Night Long (All Night)” by Lionel Ritchie begins to play.

At the time of this submission the campaign is just kicking off, but we’re already seeing increased awareness thanks to some big media placements.