Excerpts from AdAge’s article:

“It all started with a nap. Meet Yawn Yawnson: the first-ever hype man for sleep. Silk-pajama-wearing Yawn contrasts the serenity that is typical in sleep marketing and instead channels the energetic and over-the-top style of today's motivational speakers.

In a series of spots produced for YouTube, Facebook and Instagram platforms, Yawn addresses massive crowds and extols the power of his go-to sleep solution: Nectar, a memory foam mattress with unrivaled comfort and an unprecedented 365-night sleep trial. His fans, also known as Bedheads, go wild and partake in mattress surfing as a happily snoring customer rides atop the audience wave.

‘We all know a great night’s sleep is amazing, but most brands talk about it in a way that’s unoriginal and far from attention-grabbing,’ said John Limotte, CEO and Executive Creative Director, Mustache. ‘From a strategic perspective, we couldn’t have asked for a more aligned client partner than Nectar by Resident, as they allowed us to literally bring sleep education to life in an exciting way through the creation of Yawn Yawnson.’”

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