Fixated on Ikea's preposterous new mattress commercial
IKEA Canada has taken mattress advertising to a new level with its playful and authentic "Sleep Talk Reviews" campaign, launched in mid-2025. The innovative campaign, a first in mattress advertising, invites sleep talkers to IKEA showrooms where they sleep on IKEA mattresses, and their subconscious "reviews" are recorded[1][2][3][4].
The campaign, designed by creative agency Rethink, aims to demonstrate the true comfort of IKEA beds with humour and sincerity. By using sleep talkers and their involuntary remarks, the brand showcases the comfort of its products in a unique and memorable way, cutting through typical marketing noise and artificial online reviews[3][4].
One of the recorded sleep talkers said, "Kuhheer harder. Party of five. Heh. Toilet paper, who cares?" Another commented, "I want to forgive the dolphin"[3]. These undecipherable yet humorous 'reviews' have caught the attention of consumers and media, differentiating IKEA from typical product endorsements[3].
The campaign also enhances brand authenticity and trust by showcasing unfiltered, subconscious-made comments as "reviews," indicating mattresses are comfortable enough to generate positive comments even while sleeping[1][3]. Geoff Bailie, group creative director at Rethink, emphasized the importance of the authenticity of the recorded sleep talkers in bringing the campaign to life[6].
Jonelle Ricketts, head of marketing at IKEA Canada, stated that the campaign was to connect Canadians with affordable solutions for a good night's rest[6]. The campaign is part of IKEA's efforts to improve overall life at home, positioning itself as a trusted brand in the competitive sleep and mattress market[5].
The "Sleep Talk Reviews" campaign has generated social media buzz and engagement, especially on platforms like Instagram where clips and behind-the-scenes content have been shared, further extending reach and impact[1][2][5].
In conclusion, IKEA's "Sleep Talk Reviews" campaign creatively combines humor, real experience, and product endorsement, creating a memorable narrative that highlights the comfort of their mattresses while engaging consumers on a personal and subconscious level[1][3][4]. Some design experts even suggest that designers should pay more attention to IKEA than to Apple[7].
[1] https://www.ikea.com/ca/en/pressreleases/2025/07/sleep-talk-reviews-campaign/ [2] https://www.adweek.com/creativity/ikea-uses-sleep-talkers-to-review-its-mattresses-in-surreal-ad/ [3] https://www.thecreativebloq.com/news/ikea-sleep-talk-reviews-campaign [4] https://www.campaignlive.com/article/ikea-launches-sleep-talk-reviews-campaign-to-demonstrate-mattress-comfort/ [5] https://www.marketingmag.ca/article/ikeas-sleep-talk-reviews-campaign-is-a-social-media-hit/ [6] https://www.strategyonline.ca/2025/07/01/ikea-sleep-talk-campaign-reviews-sleep-talkers/ [7] https://www.designboom.com/design/some-design-experts-suggest-that-designers-should-pay-more-attention-to-ikea-than-to-apple-160925/
This article is not affiliated with IKEA or Rethink. It is a summary of information found in various news sources.
- The "Sleep Talk Reviews" campaign, designed by the creative agency Rethink, utilizes unfiltered, subconscious comments as reviews to demonstrate the comfort of IKEA mattresses.
- IKEA Canada's "Sleep Talk Reviews" campaign employs humour and real-life experience, making it a memorable advertisement that sets IKEA apart from typical product endorsements.
- The campaign's unique concept showcases the comfort of IKEA products and enhances brand authenticity and trust through the use of sleep talkers and their involuntary remarks.
- From social media engagement and buzz to differentiating IKEA from competitors, the "Sleep Talk Reviews" campaign has effectively positioned IKEA as a trusted brand in the sleep and mattress market.
- By sharing clips and behind-the-scenes content on Instagram, the "Sleep Talk Reviews" campaign has extended its reach and impact, engaging consumers on a personal and subconscious level.
- Some design experts suggest that other designers should take cues from IKEA's innovative approach to marketing and Sauce UI/UX design strategies, as seen in the "Sleep Talk Reviews" campaign.
