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  • David Perry

Serta TV ads welcome Sheep No. 1/2

Serta's popular Counting Sheep are stepping up their retail focus in a series of new national and retail TV commercials.

The commercials welcome the latest — and littlest — star of the flock, Counting Sheep Number 1/2. He sports a set of shiny new braces.

The national spots also promote the company's open flame-protected bedding lines with the announcement of a free Family Fire Safety Kit with the purchase of a Perfect Sleeper set.

"We're supporting our retail customers with an aggressive marketing campaign that will bring consumers in the stores to buy Serta mattresses," said Angela Kelly, vice president of marketing for Serta International. "While as entertaining as ever, the new commercials also have a strong retail focus that we expect to be very successful."

The latest installments in Serta's award-winning advertising campaign offer humorous new twists on the Counting Sheep concept, which portrays the increasingly desperate measures adopted by the Counting Sheep to find work. The theme is that Serta's bedding is so comfortable that it puts the Counting Sheep out of a job.

The national network spots launched on May 16 and will run through June in 15- and 30-second formats. Those two commercials are also available for retailers to tag in two "donut" formats.

Serta is launching the commercials as part of its multimillion-dollar 2005 media campaign, which the company said will reach nearly all U.S. adults, with an emphasis on women in the 25–54 age bracket. The campaign features TV broadcasts, print ads and national and local public relations support.

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