Liev Schreiber lays out the facts for Mattress Firm

A new campaign for Mattress Firm, created by Droga5 New York, features Liev Schreiber highlighting the hazard that is 'junk sleep'.

What is junk sleep? you might ask. It's when you don’t get nearly enough shut eye, primarily because your bed is terrible. So, instead of recharging after a long day, you endure long nights of tossing and turning and wake up feeling like you need another eight hours. 

Directed by Steve Ayson through MJZ, the campaign comprises four spots, the main 90-second hero film, called A Junk Sleep Problem [above], then three additional films; Forget, Reply All and Send Off.

In each spot Schreiber explores the very relatable consequences of suffering from junk sleep, like accidentally hitting 'reply all' on an email, or nearly forgetting to pick up your child from school. Send Off serves as bookend to the campaign, with Schreiber giving his old, past-its-prime mattress a viking funeral. 

"The best ideas need inspiration, tenacity and patience, and the Junk Sleep campaign has just that," said David Droga, Founder and Creative Chairman of Droga5. "When we brought this idea to the table, we were excited about the ownability and potential of starting a cultural conversation on a subject that impacts all of us: poor sleep. After years of building a deep relationship with Mattress Firm, we're extremely proud to have created a new brand platform together that positions Mattress Firm as the leading sleep authority in its category."