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The Perlorian Brothers Get Dreamy for Sleep-Eze Masterbrand Campaign

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Campaign from Fuse Create is aimed at driving purchase intent of the over-the-counter sleep aid among adults 35-55

The Perlorian Brothers Get Dreamy for Sleep-Eze Masterbrand Campaign

Sleep-Eze has launched a dreamy new masterbrand campaign, presenting a wonderfully vibrant and curiously interesting world.

Developed by Fuse Create, 'Get the Sleep You’ve Been Dreaming Of' is aimed at driving purchase intent of the over-the-counter sleep aid among adults 35-55. The specific focus is on adults who need relief for occasional nighttime sleeplessness (insomnia) due to overwork, tiredness, or fatigue.


Directed by The Perlorian Brothers, a team known for their offbeat sensibilities, the dialogue-free spot features a man waking up eager to face the day, greeted by a morning that looks how a great night’s sleep feels.

He is wearing a purple country and western suit, and his bedroom is decorated with wallpaper filled with puffy clouds. He exits the room through a tiny half-door that opens onto a bright, sunny morning, complete with an oversized copy of The Morning Newspaper featuring the headline “WHAT A DAY!”

The man then spots a purple Sleep-Eze truck that looks like an ice cream truck, with him as the driver. Viewers are then snapped back to reality with a shot of the man waking, for real this time and feeling recharged and ready to face the day. “Get the sleep you’ve been dreaming of,” says the voiceover. “Sleep-Eze. It’s a dream come true.”

"We started from the insight that a good night’s sleep is priceless, not because of the sleep itself, but because of what it brings the next morning - feeling rejuvenated, focused and energetic," says Steve Miller, Executive Creative Director at FUSE Create. "That was the catalyst to develop a simple but different kind of spot for this category, one that would stand out in a sea of sleepy sameness."

The bilingual spot is running across TV and online video as both :30s and :15s between Jan. 3 and March 27. Media buying for the campaign was handled by UM Canada.

“Sleep-Eze knows that a good night’s sleep sets the foundation for a good day ahead,” says Patrick Kane, senior marketing director with Prestige Consumer Healthcare Inc. “It’s not the experience itself, but what it promises for the day ahead—feeling rejuvenated, focused and full of energy and possibility.”


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Client

Client: Sleep-Eze

Title: Get the Sleep you have been dreaming of

Agency

Agency: FUSE Create

Creative Directors: Patrice Pollack, Steve Miller

Art Director: Chloe Kim

Copywriter: Sam Rudykoff

Producer: Andrew Schulze

Production

Production Company: Soft Citizen @softcitizen

Director: The Perlorian Brothers

Cinematographer: Barry Parrell

Executive Producer: Eva Preger, Link York, Rob Burns

Line Producer: Merrie Wasson

Edit

Editing Facility: School

Editor: Ben Canny @cannymancancan

Assistant Editor: David Ngandu

Executive Producer: Sarah Brooks

Colour

Colour Facility: Alter Ego @alteregopost

Colourist: Wade Odlum

Colour Assistant: Daniel Saavedra

Producer: Spencer Butt

VFX

VFX / Finishing Facility: Fort York @fortyorkfx

Online Artist: Melissa Vasiliev

Online Assistant: Dylan B Morgan

VFX Producer: Armen Bunag

Audio

Audio House: Pirate @pirate_toronto

Track Director: Tom Eymundson

Engineer: Kyle Anderson

Producer: Joanne Uyeyama

Genres: Comedy

Categories: Beauty & Health, Supplements

FUSE Create, Tue, 11 Jan 2022 09:17:00 GMT