Serta Mattresses has a new twist to its popular Counting Sheep ad campaign. The spots from 2000 that showed that Serta mattresses were so comfortable consumers no longer needed to count sheep-and featured disgruntled, out-of-work sheep-returned with new spots via Doner, Southfield, MI, in July. Now, consumers are being asked to enter the Adopt a Counting Sheep contest by giving the animals comforting, job-finding advice in a 50-word essay.
Submissions will be taken at serta.com through Nov. 11. The grand-prize winner scores a one-week sheep- and comfort-filled trip for two to New Zealand. Secondary prizes include Serta mattress sets and Counting Sheep kits and plush dolls. Gage Marketing, Minneapolis, handles the sweeps, with p.r. work from Dome Communications, Chicago.
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