Everyone needs a motivational sleeper

Created by Mustache, part of Cognizant Interactive, Nectar mattresses introduces Yawn Yawnson, the newest dreamtime evangelist who wants you to Awaken Great Sleep.

This tongue-in-cheek ad for mattresses takes a rather, pardon the pun, sleepy industry full of salesmen and warehouses and brings it onto the big stage. Developing a brand personality around a nap-forward hype man, the ad takes place in a megachurch-esque setting where Yawn Yawnson lays on hands for restless sleepers and states that his followers (lovingly nicknamed Bedheads) should “free themselves from being awake.” 

Mixing interview-style testimonials and cuts to Yawnson’s fawning crowd, the short bit perfectly lampoons American televangelists and shopping channels. The editing is exceptionally slick and creates a fast-paced ad that makes you question whether or not Yawn Yawnson is for real. Taking queues from streaming spots and with additional assets created for no-audio Facebook and Instagram play (featured below), these films, directed by Gavin Bellour, are bright, bold, irreverent, and fun to watch. 

The power of this ad comes from the way that it perfectly matches the energy and reverence that people have for their own personal heroes. Without talking down to the audience or creating any tension between the subject of their parody and the ad itself, Mustache has made a series of compelling ads that makes a mattress company entertaining and playful.