As the January blues begin to settle in for many, mindfulness and meditation app Headspace is kicking off a campaign to show users how it can help them get through the slog, no matter how meh their year is starting off.

Officially launching on Tuesday, Jan. 3—the first day that many Americans are returning to work following their New Year’s long weekend—the new seasonal marketing push was created with a mix of in-house and third-party freelance creatives, a company representative said. 

The spot was directed by filmmaker Tim Wheeler and additionally developed by production company Farm League.

Titled “The Everyday App For January,” the campaign’s 30-second anchor spot purposefully highlights the worst of this month: long commutes and heading back to work after holiday breaks; short, dreary days and colder temperatures; gyms at capacity as people attempt to make good on their New Year’s resolutions.

And then, following the crescendo of a chaotic January-inspired montage, the close of the ad shows its star character sitting down and opening the Headspace app on her smartphone, clicking a prompt that reads “Feeling Overwhelmed,” and listening to a soothing voice guide her through deep breathing exercises.

The spot will run on connected TV with extensions via organic social and web channels through the end of January.

Focusing on day-to-day annoyances, “The Everyday App For January” spot mirrors the themes of some of Headspace’s other recent advertising efforts. Last fall, for example, the digital wellness firm rolled out a series of four 15-second commercials featuring scenes such as a parent trying to put a baby to bed or someone having a tense dinner with their relatives.

In August 2022, Headspace also branched into the sexual wellness space with a content series dubbed “The Women’s Collection,” which was created by an all-female crew at British production company Gather.