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.
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.”