Ikea taps into sleep talkers for honest mattress reviews

IKEA Canada and Rethink have taken a fresh approach to product reviews – by letting people do the talking in their sleep.

Their new campaign, Sleep Talk Reviews, invites real sleep-talkers to spend the night on IKEA mattresses, with every mumble and murmur captured as an unfiltered take on comfort.

Participants were tucked into a bedroom display outfitted with Ikea mattresses.

Hidden mics and cameras recorded over 90 hours of sleep, capturing the kind of deep rest that, according to the brand, speaks for itself.

The idea taps into today’s growing obsession with better sleep and the challenge of finding honest reviews in a landscape full of AI-generated content and sponsored posts.

The sleep talk recordings will appear on radio, Spotify, organic social, and even on an OOH board outside IKEA’s downtown Toronto location.

“At IKEA, we’re always exploring creative ways to connect Canadians with affordable everyday solutions that help them to get a good night’s rest and improve their overall life at home,” said Jonelle Ricketts, head of marketing, IKEA Canada.

Rethink’s creative directors Zachary Bautista and Geoff Bailie added that the campaign was built on the unpredictability of real sleep talk, bringing an honest and slightly offbeat tone to the work.