TV Spot 1: The Serta iComfort "An iComfort Story About Cooler Sleep" commercial features a sheep who is hot and miserable during a heatwave. The sheep flees from a pet groomer who is trying to shave its wool, only to find relief and cool comfort by sleeping on an iComfort mattress.
The problem: A very hot day makes the Serta sheep extremely uncomfortable.
The attempt at relief: The sheep's owner tries to shave its wool with clippers to help it cool down, but the sheep gets scared and runs away.
The solution: The sheep finds an iComfort mattress and finally gets a cool, comfortable night's sleep.
TV Spot 2: Leo Burnett’s 2018 “Not Just Sorta Comfortable. Serta Comfortable.” campaign redefined what comfort truly means—transforming Serta’s message from restorative to indulgent.
The problem: Comfort had become ordinary—forgettable in a world of “sorta comfortable.”
The attempt at relief: Introduce Rick Blomquist, a man living a perfectly “sorta” life, from woolly car seats to slipper-company bliss.
The solution: Through humor, storytelling, and the return of the beloved Serta Sheep, the campaign showed audiences that true comfort isn’t halfway—it’s Serta. Supported by TV, digital, print, and in-store activations, the work delivered a witty, memorable reminder: Don’t settle for comfortable. Demand extraordinary.