Resident’s Nectar mattress brand — one of the world’s fastest growing DTC sleep companies — needed a partner to help showcase the very real problem of sleep prioritization, but do so in a way that breaks through the often overly serene clutter of typical “sleep marketing”.  Enter Yawn Yawnson: the first-ever hype man for sleep.

In a series of spots produced for YouTube, Facebook and Instagram platforms, Yawn addresses massive crowds (his “bedheads”) 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.