Read our new manifesto
22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

US Creative Work of the Week: Mayim Bialik backs Nectar Sleep with neuroscience

Mayim Bialik for Nectar Sleep

Nectar Sleep made a good call enlisting Big Bang Theory star Mayim Bialik to promote its line of mattresses. The actor and neuroscientist uses talent and knowledge to show the neural importance of a good night’s sleep.

The digital video campaign, called ‘Real, Sleep Science from Mayim Bialik,’ finds her in a lab coat chronicling the ongoing battle with her brain and her heart. 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.

"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,” said Gil Efrati, chief marketing officer of Nectar Sleep.

Efrati was right, as the campaign was voted the US Creative Work of the Week by The Drum’s readers. See the campaign by clicking on the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up-to-date with all the advertising, design, and creative projects from around the globe, visit our Creative Works homepage.

Overall Rating
5/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis