Sleep and stress-relief aid Rest-Eze is creating chill, peaceful vibes in service of a good night’s rest.

The latest work for the brand, “A Morning Come True” by agency partner Fuse Create, plays with the surrealistic aspects of sleep with a snoring moon, oil paintings come to life and decor that conjures the mood of a restful spa rather than a messy bedroom.

The brand tells strategy that a key differentiator of the spot is that it sets a positive tone, while most sleep aids focus on the difficulty of falling asleep.

According to Cristina Markham, associate creative director at Fuse Create, the spot’s “dream logic” illustrates the vibe and benefits of a good night’s sleep, while highlighting the product’s melatonin and ashwagandha ingredients, which promote rest and alleviate stress.

The spot was created as a sequel to partner brand Sleep-Eze’s whimsy-heavy, “A Sleep Come True,” which featured Lewis Carroll-esque visuals.

With the new work, Rest-Eze is primarily targeting parents in the 35 to 54 age range who are looking for natural remedies to sleeplessness caused by stress or anxiety.

According to a 2022 Canadian Community Health Survey of about 9,200 sleepers, Gen X is most likely to report their sleep quality to be poor at 12.3% compared with 8.6% in the 55-plus age group and 10.2% for those younger than 45.

The media plan, by The Shipyard, was digitally led with paid social (Meta), OLV (YouTube), programmatic display (The Trade Desk), paid search (Google) and connected TV (Samsung & Roku). The campaign launched earlier this month and will be running until the end of the year across Canada in English and French.

This spot is also supported by social cutdowns and digital banners that communicate key messaging.