Sleep Number captures Eric Dickerson's epic run to the Super bowl

Production company Greenpoint Pictures produces Sleep Number’s first national Super Bowl campaign, starring Pro Football Hall of Famer Eric Dickerson, created by ad agency Griffin Archer. 

Directed by The Hudson Dusters, the campaign follows Dickerson as he embarks on a strenuous journey by foot from New York to the 2022 Super Bowl, with the help of his Sleep Number.

Taking off in New York, Dickerson begins his cross-country run, traveling through “somewhere on the east coast” to “somewhere in the midwest” to, finally, “somewhere near Los Angeles.” Along the way, he reveals the secret to his success: more energy thanks to his Sleep Number 360 smart bed. 

His expedition is documented through Sleep Number's unique take on a :60, four 15-second spots that tell a "to be continued" story, running as a “sequential ad” on Hulu.

This is the first year that Sleep Number will have a national Super Bowl buy. The :30 will be airing on the NBC/Peacock streaming app with a premium in-game slot (the first commercial after the halftime show).

The campaign was also supported with a full digital and broadcast buy leading up to the Super Bowl, airing during playoff games. However, it will not air on traditional linear TV during the Super Bowl.