Terry O'Reilly
speaker
4,557 appearances
20 recordings
1 series
first heard Apr 2026
last heard 3d ago
Terry O'Reilly’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 20 in all, peaking in Aug 2026 with 5.
Appearances
But instead of just producing another typical mattress ad, IKEA and its advertising agency Rethink decided to leverage insomnia.
In the middle of the night, on Valentine's Day, they slid into the Instagram DMs of 700 people with just two words.
You up?
Now, a middle-of-the-night U-Up DM is the universal signal for a booty call.
And when people can't sleep, many start scrolling through their phones.
When people saw the U-Up message and answered in the middle of the night, IKEA responded to them saying, "...sounds like you might need a better mattress," and offered a voucher for a 15% discount.
Some respondents even got a free mattress.
The U-Up DM message was definitely bold.
Most brands wouldn't dare do it.
But as one journalist said, IKEA knows how to be discerningly cheeky.
Then IKEA took the idea one step further and placed digital You Up billboards across from condo buildings.
The billboard only lit up in the middle of the night.
Then something funny started to happen.
It ignited a mattress war.
Sleep Country, the number one mattress seller in Canada, put up billboards that asked, You up?
and answered by saying, Sorry, was asleep.
It offered people 25% off a new mattress and suggested people block late-night DMs with sleep.
Then The Brick, the number two mattress seller, got in on the act.
It posted billboards that said, Then under that was Sleep Country's reply, Then under that, The Brick wrote, and promised to beat anyone's mattress price.
Then a condom brand snuck into the conversation and posted ads saying, you up, together with their logo.
Showing 3061–3080 of 4,557 · page 154 of 228
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