Fairy tales have been used in advertising for as long as... well, likely since there was advertising. GEICO has mined the richness of fairy tales for advertising before with Pinocchio and Jack and the Beanstalk.
Sleeping Beauty is a tale that hasn't been used quite as often by advertisers (unless sleeping can be directly related in the product, such as for mattresses), as the princess is considered passive, but it works perfectly here for this GEICO ad, in their "It's what you do" campaign.
Description: What if Prince Charming's kiss never woke Sleeping Beauty? What if Sleeping Beauty was never actually "asleep" at all? This latest 'It's What You Do' campaign commercial turns a classic fairy tale on it's head with one of the oldest tricks in the book.See why we like it?
We've seen a rise in different approaches to Sleeping Beauty's "sleep" recently. We look forward to seeing if this idea of using sleep as a personal asset, instead of being victim to it, spreads.