Ads We Like: Mayim Bialik uses her neuroscience background to promote Nectar Sleep
Mayim Bialik might be best known for her comic turn on the sitcom The Big Bang Theory, but in between her successful teen series Blossom and Big Bang, she attained a PhD in neuroscience. Now she’s using her knowledge – and her comic timing – to promote mattresses by Nectar Sleep.
Mayim Bialik for Nectar
The up-and-coming mattress brand partnered with the TV star, utilizing her background as a neuroscientist to dive into the importance of a good night’s sleep for the human brain in the digital video campaign called ‘Real, Sleep Science from Mayim Bialik.’
Bialik dons a lab coat and states that, in the ongoing battle with her brain and her heart, her brain and the sleep that fuels it, should reign supreme. In the nearly two-minute video, Bialik implores over-tired Americans to wise up on how a lack of sleep affects the brain. She cites that when our brains get tired, our hearts take over and “some of the biggest mistakes you’ve ever made” start happening – like dating a coworker and other relatable and regrettable scenarios. She also gives examples of some of a rested brain’s most groundbreaking and joyous inventions ranging from toe socks to space travel.
Throughout the campaign, Bialik is accompanied by Nectar Sleep’s signature CGI brain character, along with a new CGI heart character to the mix as a way to touch on just how stressful and emotional decision-making can be after a bad night’s sleep on a low-quality mattress.
Gil Efrati, chief marketing officer of Nectar Sleep, said: "Mayim isn’t just an actress, she also happens to be a real-life, brilliant neuroscientist – which makes her the perfect person to explain why getting a Nectar is the smart choice for people who want better sleep.
"We believe that taking Mayim’s passion for all things science and combining it with a brand she believes in, can get us into our customers’ hearts (and brains).”
Added Bialik: “Sleep is important for everyone, and I’m proud to stand behind the company shaping the way we redefine what it means to have a ‘good night's sleep' I’m excited to see how people respond to this newest video, and look forward to giving the gift of a great night’s sleep this week on my Instagram as well.”
