SleepyCat’s new ‘Sleep Solves Everything’ campaign challenges beauty norms with humour
SleepyCat, a leading name in sleep solutions has announced the launch of its latest campaign, ‘Sleep Solves Everything’. This satirical campaign challenges conventional beauty standards by promoting the idea that true beauty comes from within – specifically, from the rejuvenating power of quality sleep.
In a world filled with elaborate beauty treatments and quick fixes, the brand’s new film showcases individuals undergoing a Thai slap facial (a beauty treatment that actually exists), only to reveal that the ultimate secret to beautiful skin lies in something much simpler: 8 hours of quality sleep. This humorous portrayal serves as a reminder that while beauty trends come and go, the importance of restful sleep remains timeless.
The campaign encapsulates the essence of SleepyCat’s refreshed brand positioning, reinforcing their belief that sleep is the best flex in today’s world and nothing outperforms the power of a good night’s sleep. With this stand, SleepyCat encourages consumers to prioritise their sleep health over fleeting fads, reminding them that a good night’s sleep is the foundation of wellness.
The film which has now gone viral on the internet—is being praised widely for its unconventional storytelling, unhinged humour and an unexpectedly clever brand hook. Building on the wave of the organic buzz it received, SleepyCat also teamed up with Bollywood actor Sonakshi Sinha and comedian Gurleen Pannu. Both stars gave the campaign a playful twist, sharing the film on Instagram with their own take on the theme of ‘thappad and sleep’ sparking even more conversations and engagement.
“We believe people who sleep well are the sexiest people on the planet – not just physically, but mentally and emotionally as well,” said Kabir Siddiq, CEO & Founder, SleepyCat. “While the film hilariously takes on absurd beauty trends, the truth is, sleep makes you a better person through and through. With ‘Sleep Solves Everything, we aim to shift the conversation around complicating health and wellness, and inspire everyone to make sleep a priority.” Kanishk Arya, COO, SleepyCat, added: “We all know that sleep does solve everything. However, sometimes we need help in visualising how obvious the answer truly is. We just tried to tell everyone what they already knew—but with a twist.”
Shikha Gupta, the Independent Creative Director behind the campaign, added: “Sleep is one of the most underrated weapons in our arsenal. From weight loss to mental clarity, muscle growth to resilience, how well we sleep decides how well we show up in our lives. With this campaign, we wanted to tell people what they already know, but choose to ignore – that the most expensive treatments and complicated hacks mean squat if you’re not clocking in 8 hours of sleep. We chose the hyperbole of the Slap Facial (a real treatment, by the way!) to drive home this point.”
The campaign has been rolled out across various digital platforms and social media channels, inviting consumers to join the movement for beauty through quality sleep.
Credits
Brand Team: Kanishk Arya (COO), Suvanya Suhag (Chief of Staff) at SleepyCat
Creative Director & Agency: Shikha Gupta
Production House: Mothership Productions
Director: Sukriti Tyagi
Executive Producer: Kashif Memon
Producer: Debarati Paul
DOP: Swaraj Srivastava
