Mattress company Peps Industries has launched its latest digital campaign BEDTalks. Inspired by TED Talks, but infinitely more boring, Peps BEDTalks is a curated series of incredibly boring topics aimed at putting people to sleep.
With incredibly boring topics ranging from “The accounting history of debt contracting” to “Biodiversity of snails in forest ecosystems in Brazil”, Peps BEDTalks is designed to be the most boring ad campaign ever, on purpose.
Conceptualised with Phantom Ideas, the campaign is Peps’ take on engaging with its audience.
The campaign videos can be viewed here:
Episode 1:
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Episode 2:
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Episode 3:
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Episode 4:
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K Madhavan, Managing Director, Peps Industries, said, “The lockdown has been quite stressful for people because anxiety is the enemy of sleep. So, as the leaders of the Spring mattress category, we at Peps wanted to do something to alleviate the stress. BedTalks seemed like a very disruptive way of bringing that goal to life.”
According to Robbie Anthoney, Founder and Chief Creative Officer of Phantom, “The idea was to do something a little different from the usual barrage of ‘stay home, stay safe’ campaigns from brands during this period. That’s when we stumbled upon the idea of the BedTalks, as a devious little spin on that famous speaking platform. It is a hugely extendable idea, and we had quite a challenge to execute it, given that the voiceover delivery had to be supervised over video-conferencing, and the whole spot produced despite all the hurdles of the lockdown.”
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