There’s a lot that goes on in the bedroom that’s not appropriate for your typical bedding advertisement. That’s probably why most ads in the category opt for imagery of clean lines, fluffed sheets, and perfectly tufted beds. Brooklinen’s new ads, which reintroduce the company’s Luxe Sateen bedding product, are taking the opposite approach. The spots, which are running on social platforms and out-of-home in New York, feature models lounging in their underwear or appearing undressed under the sheets, sometimes embracing a partner. It’s a continuation of the brand’s “Best in Bed” campaign, which debuted in the second quarter of 2025, and continues the double entendres that started with the tagline. Ad copy includes lines like, “Last longer in bed,” and “You deserve better in bed.” It’s not the first time the brand has taken a similar tack: In 2018, the company put ads on the subway advertising sheets for throuples. Like it did in 2018, the home essentials brand saw that addressing sex was a white space in the category, and decided to go there once again, Laura Jacobs, CMO at Brooklinen, told us. Bedding ads, she told us, have largely featured either “showroom brands,” i.e., the oh-so-perfect bedding brands, or “sanctuary brands” that treat the bedroom as a retreat,so the company started to explore “a little bit more of a provocative voice” last year. It also struck up a collaboration with the sexual wellness company Maude on a product bundle. “We started to see the traction,” Jacobs said. “It became this engine that fueled our voice, and then this year we built that out beyond our ads, actually, to our brand partnerships…It’s more than just language. This is what we believe. People should be playful and have fun with sex in the bedroom.” Read more here.—KM | 
