By Audrey Kemp, LA Reporter

April 7, 2023 | 3 min read

Inspire’s latest ad sees a man with obstructive sleep apnea finally getting better sleep, opening up his schedule to remove a physical reminder of his previous marriage.

The Sleep Foundation reports that one billion adults worldwide suffer from obstructive sleep apnea (OSA), a potentially life-threatening condition that prevents oxygen from flowing into the brain during sleep.

A mask-like airway pressure ventilator called a continuous positive airway pressure (CPAP) machine has been the gold standard for OSA treatment for decades. However, it doesn’t work for nearly half of all patients, per research from Penn Medicine.

Enter Inspire Medical Systems, a medtech brand that has created a first-to-market, remote-controlled and implanted device that works inside the body to help OSA patients sleep without a clunky CPAP.

This week, Inspire launched two 30-second national television commercials. The campaign, developed in partnership with agency space150, rejects what a press release describes as the typical “smiley happy people living their best lives” approach of many medtech ads, in favor of “sharp, empathetic humor” which the company believes is a more accurate representation of the real struggles that come with CPAP users and their partners.

In the first spot, ‘Tattoo,’ an elderly man describes the improvements in his sleep he’s been enjoying since receiving his Inspire implant. We learn that he’s finally rested enough to address tasks he’s been putting off for a long time. The camera then cuts to his wife, who interjects his soliloquy: “Oh, like removing the tattoo of your first wife’s name?”

Meanwhile, in ’Twins,’ identical twins Stephanie and Bethany suffer from OSA. The twist? Stephanie sleeps with the Inspire implant, and Bethany attempts to sleep with a CPAP. Stephanie sleeps soundly and well next to her husband, while her sister’s nights are fraught with disruptions. Her need for morning coffee? Insatiable.

Two additional ad spots from Inspire are slated to break in the coming weeks.


Agency: space150

Production: Spark & Riot

Editorial: Cut & Run

Post Production: Company 3, Runner

Mix: Noware Media

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