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Piero: Sleeping Pills - Horses
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Some people believe that it’s hard to sell a mattress without the formulaic soft-focus scenes of couples relaxing in bed and waking up with fresh-faced vigour. However, Draftfcb in Buenos Aires has broken the mould once again with a series of innovative and entertaining new spots that mark the first TV campaign for Piero, the leading mattress brand in Argentina.
The category is growing in the Latin American market, and there is a tendency to pay more attention to the relationship between health and sleeping better, but Draftfcb have chosen to bring Piero’s core message, “Sleep well, live better” to life using humorous situations. The concept is that you may be so desperate to get some sleep that you are driven to spend time with boring people but Piero is here to help you enjoy the best sleeping experience you can have with a mattress. The commercials outline amusing situations where people needed rest so badly, they turned to theorising therapists, boring boyfriends and dreary dates. However, now that they own comfortable Piero mattresses they have no trouble nodding off -- so it’s time to ditch the drags.
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