As a celebrity, Jennifer Aniston has that ineffable, down-to-earth vibe that makes her likable whether she’s playing a “friend” or a buttoned-up-but-dying-inside morning show host, and even when she’s trying to shill vitamins or beauty products. And now, she becomes even more relatable—because like many of us, she just can’t get a good night’s sleep.
Aniston’s insomnia struggles take center stage in a new spot for Swiss biopharmaceutical company Idorsia from Goodby Silverstein & Partners. It sees her tossing and turning in bed, desperate to catch some proper z's. She philosophizes about time, inspects cracks in the ceiling and wrestles with her pillow as the hours go by, and just as she finally gets in a few winks, the alarm clock blares. Her more well-rested doppelganger then appears magically on the couch with a bit of advice: “Good days start with good nights. Seems like a good time to find about both.”
The debut of the spot, helmed by the Oscar-winning director Taika Waititi via Hungry Man, coincides with Idorsia’s announcement of its multi-year partnership with Aniston and comes on the heels of FDA approval of the company's insomnia drug Quviviq. The partnership includes the “Seize the Night & Day” integrated educational campaign featuring a website with more information, including a video of Aniston sharing about her nearly two-decade-long struggle with insomnia, discussing the “real-world” version of the scenario illustrated in the spot.
“It’s that anxiety that just starts to build up about I’m not sleeping,” she says. “I put myself into bed at 9 pm, [which] turned into 10 o’clock, 12 o’clock, 3 o’clock, and I think I exhausted myself so much with the checking of the clock that I think I got one hour … If I don’t get enough sleep the day is just a walking punishment.”
The site also has educational resources diving into the science behind insomnia, a disorder affecting nearly 25 million adults in the U.S. It also examines insomnia’s impact on individuals’ days and nights, provides tips for getting better rest and creating a sleep routine and also has a community forum.
“My challenges with sleep began many years ago—so it’s such a priority for my overall health,” Aniston said in a statement. “In working with Idorsia, I hope that we can all start prioritizing sleep health and have different conversations around trouble sleeping.”