When some people try to sleep, they find their minds hard to turn off. This insight underpins “Shush your mind,” Dream Water’s new ad campaign which captures the struggle of insomniacs to get some restful zzzs.

The sleep aid’s awareness campaign aims to offer up a solution, says Rob Emery, director of marketing and communications at Delivra Health Brands, which also makes challenger OTC pain cream LivRelief. “Similar [to that product] there is some education that’s required here,” he says.

According to recent Public Health Agency of Canada data, one in five adults do not find their sleep refreshing, while one in four people under 34 and one in four aged 65-79 report they are not getting enough sleep. And as Emery tells strategy, a key consumer insight for the new campaign was the inability to shut off intrusive thoughts once a person’s head hits the pillow.

Dream Water is a small brand with a small budget, so it had to be creative with the media buy, which, similar to LivRelief, includes a “heavy digital play,” Emery says. “We’re going to be testing a couple of different things,” he says, adding that Dream Water is in the midst of creating a relaxation playlist for Spotify, a new tactic, and then it will be looking at targeting professionals in high-stress jobs and shift workers.

Emery adds that the campaign is timed around the holidays, when many people are under pressure. “Stress and anxiety are the biggest inhibitors to people falling asleep,” he says.

The difference between Dream Water and other sleep aids like Sleep-eze or ZzzQuil is that those typically have an antihistamine, Emery says. Dream Water, whose liquid form is heroed in the spot, also comes in different product formats including gummies and powder. Its formulations have GABA, 5-HTP, and melatonin, which Emery says aim to provide a more restful sleep.

The videos, available in 30-, 15-, and six-second versions, will debut across social channels and on Dream Water’s website. In Canada, the product is available at Loblaw, Shoppers, Rexall, major C-channel retailers and Walmart. Good&Ready is the creative agency responsible for the work. CandyBox is the buyer.