The Hilariously Twisted Mattress Firm Ad Campaign That's Got Everyone Talking

Advertising, at its core, is about relatability. It's about putting someone on screen that you, the consumer, can see yourself in.
Whether it's the iconic Pepsi Generation, the over-the-top energy of car commercials, or the beaming, wildly enthusiastic people in prescription drug ads (despite the horrifying side effects), successful commercials make you feel like you belong in their world.
But what happens when a company flips the script and makes its customers the most unlikable, selfish jerks on the planet? That's exactly what Mattress Firm has done with its latest ad campaign, and I love it.
If you haven't seen these commercials yet, you're missing out on what the funniest, most twisted advertising campaign on TV is right now.
The premise is simple: a person does something absolutely rude, obnoxious, and selfish—like cutting people off in traffic or taking off their stinky shoes on an airplane. Horrified by their behavior, someone asks, "How do you sleep at night?" And with a straight face, the culprit responds, "On a Mattress Firm mattress," before launching into a cheerful, upbeat chorus of Lionel Richie's "All Night Long."
That's it. That's the ad. And every single one of these ads makes me laugh out loud.
The Genius of the Campaign
The brilliance of these commercials lies in their total disregard for the traditional "likable customer" approach. Instead of showing happy, well-rested people enjoying a good night's sleep on their new mattress, Mattress Firm has chosen to highlight the worst people in society—the ones we encounter daily and absolutely hate.
And yet, the message remains clear: even these inconsiderate jerks need a good night's sleep. It's dark, it's funny, and it's wildly different from anything else out there right now.
The campaign, created by the ad agency Fallon, has been running for a little while now, and despite some controversy (more on that later), I find it endlessly entertaining.
I mean, how often do you see a commercial openly acknowledge that its customers might be awful people? It's a bold move, and honestly, it makes me want to buy a Mattress Firm mattress just to reward them for their audacity.
The Best (Worst) Jerks of the Campaign
There are six or seven versions of these ads, each featuring a different terrible person. Here are some of my favorites:
1) The Barefoot Airplane Guy
Easily my favorite. We've all seen the guy who takes off his shoes and socks on a flight and acts like the entire plane is his personal living room. In the ad, he goes full gremlin, rubbing his bare feet on the seat before him, stretching his disgusting toes into the air, and making everyone's flight a nightmare. The person next to him, disgusted, asks, "How do you sleep at night?" His response? "On a Mattress Firm mattress." Cue "All Night Long."
2) The Shoulder-Passing Driver
This one makes my blood boil in real life, which makes it all the funnier in commercial form. A woman speeds past a long line of stuck-in-traffic drivers by illegally using the shoulder—blocking an ambulance in the process. The guy she just cut off asks her how she sleeps at night, and of course, she cheerfully explains that she sleeps like a baby on a Mattress Firm mattress. I hope this ad plays in an endless loop in the DMV just to remind everyone what not to do on the road.
3) The Sweaty Gym Guy
A total meathead at the gym, dripping sweat all over the equipment and making no effort to wipe it down. Someone calls him out on it, and he's completely unfazed—because, obviously, he sleeps wonderfully thanks to his high-quality mattress. This one is so spot-on it could be a PSA.
4) The Double-Dipping Party Guy
Straight out of "Seinfeld," this guy is the worst person at the party. He scoops up dip with his fingers, licks them clean, and then goes right back for more. The horrified party guest calls him out, and just like the others, he's completely unbothered. I love that they went with double-dipping for this one—it's the perfect level of casually gross behavior that makes you want to throw the entire bowl of dip in the trash.
5) The Jerk Sports Mascot
In this one, two mascots (and I LOVE mascots) are on the field at a sports game. One mascot absolutely annihilates the other with a brutal tackle, blindsiding him like he's trying out for the NFL. It's needlessly aggressive, hilarious, and, of course, when confronted, the guilty mascot has no regrets—he's sleeping great on his Mattress Firm bed.
These commercials work so well because they take universal annoyances—those everyday encounters with selfish, inconsiderate people—and turn them into comedy gold. We all know these people, and we've all been victims of their nonsense. Seeing them exposed in such a simple, deadpan format is incredibly satisfying.
Why Some People Hate These Ads (And Why They’re Wrong)
Not everyone loves this campaign. Some critics have questioned the logic behind it—why would you want to associate your brand with such unlikable people? Wouldn't it drive customers away?
Then there's the backlash over the use of "All Night Long."Â Some Lionel Richie fans are furious that his feel-good classic is now linked to the absolute worst members of society.
I've seen complaints online from people saying the commercial has ruined the song for them. To that, I say: good. I was never a big fan of "All Night Long"Â to begin with, so if Mattress Firm has successfully rebranded it as the anthem of inconsiderate jerks, I fully support it.
Also, let's be real—these commercials aren't really saying that Mattress Firm's customers are all horrible people. They're playing on the idea that even horrible people need a good mattress. It's a brilliant inversion of the usual warm-and-fuzzy advertising nonsense.
Final Thoughts: A Bold, Hilarious Campaign
At a time when most commercials are either painfully generic or trying way too hard to be quirky, Mattress Firm has done something truly different. They've embraced the absurdity of modern life, leaned into the humor of everyday annoyances, and created a campaign that stands out from the crowd.
Whether or not it's actually selling mattresses is another question entirely. Some industry insiders have speculated that it might not be the best move for the company's bottom line, and with Mattress Firm currently in the middle of a potential merger, it'll be interesting to see if this campaign lasts.
But as a viewer? I love these ads. They make me laugh every single time, and that's a rare thing in the world of TV commercials. If you haven't seen them yet, do yourself a favor and watch them. Even if you don't need a new mattress, you'll at least get a good laugh.
And if you are a barefoot airplane passenger, a double-dipping party guest, or a reckless shoulder-passing driver? Well… at least now we know you're sleeping comfortably.
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