Sheba desires to supply cat house owners a superb night time's sleep in a brand new advert

The cat food brand's sleep-promoting film features everything from ASMR to meditation techniques to combat wake-up calls in cats at 4 a.m.

In the past few years, we've seen ASMR (aka Autonomous Sensory Meridian Response) shift from a niche fad into the mainstream, with a number of brands upside down.

Now the trend has another unlikely champion in the form of the Sheba cat food brand. A new ad confirms that it's not just the pandemic that is giving people sleepless nights right now.

As crepuscular creatures, cats are notoriously more active (and hungrier) in the wee hours of the morning, meaning many cat parents have got used to waking up earlier than they'd like.

The brand worked with a behavioral sleep therapist and sleep doctor to create 4am Stories, a five-hour film that uses sleep-inducing techniques that range from ASMR voice-over to calming visual effects.

The brand has also curated a 4 o'clock lullaby Spotify album to help cat owners get back to sleep after a disturbed night. You can watch the full version of the film here.

Credits:
Creative agency: AMV BBDO
CCO: Alex Grieve
ECDs: Nadja Lossgott, Nicholas Hulley
Creative Directors: Jay Phillips, Neil Clarke
Creative: Cesar Herszkowicz, Marcos Almirante, Zak Loney
Production company: Friends Electric
Director: Ewan Jones Morris

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