"Success
has many fathers. But particularly in highly disruptive markets, communication
plays a central role in determining whether the brand succeeds or not. So seize
the opportunity, analyse the competition's TV advertising and create something
unique."
A.k.a. Don't Worry, Sleep Happy, this short
here is actually an advertisement — as in commercial — of a European mattress
company. Where and when this advertisement was ever screened or broadcast, we
know not, but obviously enough it can be found on YouTube.
The advert is an attempt by the mattress firm to
follow the concept explained above by The
Restless CMO. Success when doing so can lead, in the best case, to
internet success: a meme that gets spread all over the place, reaching an
audience far beyond that which simple screenings on TV or in cinemas ever do — and that, free of additional charge.
(Example: the Volkswagon terrorist
commercial, which supposedly VW did not authorize and was never officially screened on TV or in cinemas.)
The Sleep Fairy didn't quite do that, and still remains obscure today. The
Restless CMO's review of the advertisement also functions well as a possible
explanation why it never 'memed': "Lukewarm. Good idea, good story, but
implemented too long-windedly and conventionally. With a braver narrative
structure this spot would have made the top of my list. Too bad. Frank had more
in him, the old sleep fairy."
But much of what the Restless CMO
sees as flaws are what we like about this well-made commercial: the leisurely
pace helps remove the "advertisement feeling" and makes the production seem more like a "real" short film, something
the conventional filmic style also
underscores. The humor is always present, but never overstated. And while it
might be "long" for a commercial, its length is perfect for a short
film.
In any event, to quote
the creative agency that made the commercial, MOTOR Kommunikation: "Let us
introduce you to Frank, professional sleeping fairy. A real professional. How 'Emma' first changed his job, and then his life, is best told
first-hand."
The Sleep
Fairy a.k.a Don't Worry, Sleep Happy:
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