Jennifer Aniston Confronts Insomnia—and Herself—in Funny and Relatable Ad

The A-lister partnered with Idorsia to educate and help those who struggle with sleepless nights

Aniston has struggled with insomnia for almost twenty years.Goodby Silverstein & Partners, Idorsia

For people who suffer from insomnia, the cycle of unrestful nights leading to sluggish behavior throughout the day may be a difficult one to break. Statistics can be daunting, with an estimated one in four Americans developing insomnia each year. Yet, the same studies suggest that recovery is possible.

Urging Americans to examine their relationship with sleep, Idorsia Ltd and Idorsia Pharmaceuticals, U.S. Inc. premiered the “Seize the Night & Day” campaign. Created by agency Goodby Silverstein & Partners, directed by award-winning filmmaker Taika Waititi and in partnership with actor, director, and producer Jennifer Aniston, the platform is working to educate consumers on the importance of a good night’s rest.

The initiative is accompanied by a spot titled “Time Is a Construct” in which Aniston attempts to get into bed with enough time to rest, then finds herself comically unable to drift away as she obsesses over things as minor as a small crack in the ceiling. Ultimately, a well-rested version of Aniston greets her sleep-deprived self, asking if she hasn’t grown tired of this cycle.

Goodby Silverstein & Partners, Idorsia

Time to get some zzz’s

The ad and the partnership were inspired by Aniston’s nearly two-decade struggle with insomnia and the way she has learned to prioritize good sleep habits. Stressing that this is a problem that affects many, the campaign is leaning into optimism by assuring people that they can take action and that they are not alone in doing so.

According to a statement from Jennifer Aniston, If I don’t get a good night’s sleep, my next day is really difficult. In working with Idorsia, I hope that we can all start prioritizing sleep health and have different conversations around trouble sleeping.”

“Jen is a natural partner for the campaign as she has had trouble sleeping for many years,” says president and general manager of Idorsia U.S., Patricia Torr, in a statement. “We share a unified vision of helping others understand how insomnia’s dual impact affects both nights and days and the importance of quality sleep.”

This integrated educational campaign will feature digital and televised assets along with online educational resources that give insight into the science of sleep. This includes tips to get better rest and a community forum where people can connect for affirmations.

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