SHEBA releases 5-hour sleep inducing advert to help cat parents get back to sleep

By on Monday, April 26, 2021

The abnormalities and anxieties of the pandemic have undoubtedly proven to be disruptive to our sleep cycles. Surprisingly, our cats may also be part of the reason for this disturbed sleep!

The nocturnal characteristic of cats means that they are more active and hungrier during the early morning hours. Although, many cat parents would be happy to cope with a 4am wake-up call, the SHEBA brand is making it easier to protect their sleep with new custom content designed to help them get back to dreamland.

“While we all know sleep is precious, most cat parents would say that they put the needs of their cats before their own,” said Craig Neely, Vice President of Marketing at Mars Petcare.

Donna Fairly, Behavioural Sleep Therapist, and Renata Riha, a Sleep Physician from the University of Edinburgh have collaborated with SHEBA to produce a new ad in order to aid parents in the early morning hours.

Developed by AMV BBDO, the 4 a.m. Sleep-Inducing Film uses a combination of the best sleep techniques – which includes 20 minutes of body scans, ASMR voices, calm visual effects, meditation, and soothing colours – with the aim to help cat parents go back to sleep and get off their phones.

“The film includes several sleep strategies that are helpful for inducing sleep,” said Donna Fairly. “The tranquil colours and peaceful music, coupled with the tone of the voices throughout makes this content very relaxing, and should be effective for anyone with sleep challenges.”

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