SleepyCat has taken a bold and unconventional route to promote the importance of sleep. The sleep solutions brand launched a new commercial that opens with an unexpected visual, women receiving slap facials in a beauty parlour. It is a sharp satire on the extreme lengths people go to for beauty and wellness while ignoring the simplest solution of all, quality sleep.
The ad features professional slap facialist Preewara Thanaratphatsorn and plays out like a surreal parody. While bizarre at first glance, it draws viewers in with curiosity. The slap, though mild, serves as a symbolic wake-up call. The two-and-a-half-minute film critiques modern self-care rituals that are elaborate but often ineffective.
Conceptualised by independent creative consultant Shikha Gupta, the idea was rooted in real research. Slap facials, as strange as they seem, actually exist. The ad uses this extreme metaphor to remind audiences of a simple truth, sleep is one of the most powerful remedies for both physical and mental wellbeing.
Originally, the campaign was supposed to be a collaboration with another brand, but delays led SleepyCat to develop the concept independently. According to Gupta, the team wanted to avoid a straightforward message and opted for a memorable, humorous, and thought-provoking approach instead.
Suvanya S, Chief of Staff at SleepyCat, believes the film stands out for its shock value and realism. She adds that although the brand name appears only at the end, the storytelling ensures that viewers stay engaged. The team was also deliberate about trimming the film to keep the pacing tight and effective.
Gupta emphasizes that audiences still engage with content that sparks interest, regardless of duration. She also critiques ads that push branding too early, stating that storytelling should lead, not logos.
SleepyCat’s campaign has set a new creative benchmark in the wellness space by choosing to focus on small, everyday actions like better sleep. The brand plans to continue building narratives around the simple yet powerful aspects of daily life.
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