Mattress brand Nectar is looking to inspire people to nap and sleep better through the words and actions of a sleep-obsessed evangelist named Yawn Yawnson.
Inspired by self-help gurus like Tony Robbins and Nick Vujicic, Yawnson’s fictional ‘motivational sleeper’ rouses a huge crowd to take naps and get better sleep through the “world’s quietest revolution” to “Awaken Great Sleep.”
In a series of spots, Yawnson goes over the top with his hype to an audience of “bedheads”, with proclamations of “We need a nap” as he bounces on a Nectar mattress, and “There are no bad sleepers, only bad mattresses.”
In the 90-second hero spot, he addresses massive crowds and extols the power of a good nap. Working the crowd into a frenzy, Yawnson brings audience members on stage to share his go-to sleep solution: Nectar – a memory foam mattress with a 365-night sleep trial. His fans go wild and partake in mattress surfing and trust falls as Yawnson chants “Free yourselves from being awake.”
Nectar, by Resident, developed the spots with Brooklyn-based agency Mustache for YouTube, Facebook and Instagram platforms. The high-energy, hyperbolic tone contrasts with the placid need for sleep in a way that calls attention to sleep anxiety and how Nectar can hopefully help cure that issue.
Nectar by Resident