Mattress brand Endy is bucking category convention by not focusing on sleep, but rather the opportunities to live each day.

In a new campaign for the brand, the spot’s narrator says “jump out of bed and face me” (“me” being “today”), as people of different ages/demos rise and shine – or “Rise to Shine” as the new brand platform positioning states.

One of the emotional drivers for the consumer is to be the best version of themselves, but they also want to find moments of deceleration and to not always be a part of the hustle culture, says Endy’s newly minted VP of marketing, Julia Cooper, who was hired this past spring.

“We had a lot of fun with different copy opportunities,” Cooper says, because the “Rise to Shine” phrase has a lot of heart and resonates with its target demo.

“It allows us to lean into more contextual phrases and copy that keeps the creative and assets looking really fresh across multiple touchpoints and channels,” Cooper adds.

In 2018, Endy was purchased by Sleep Country Canada and left to operate as an independent subsidiary. Cooper notes that Endy has always had its own distinct identity. “It was born as a DTC company that was digital first,” she says, and today it includes a product line-up of beds, sofas, and other furniture beyond just mattresses.

“Now, it’s an important inflection moment for Endy to tell more of a brand-led story… Endy has never invested in brand like this,” she says, adding that the campaign, developed by The Hive, represents its first “concentrated” investment.

For “Rise to Shine,” Endy is activating on specialty TV channels coast-to-coast, as well as in OOH across markets like Toronto and Calgary, where the brand has a strong presence. There is also a search and programmatic ad buy, and the brand will create content for TikTok too.