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From Home Furnishing Business
Nectar Sleep Partners with Sitcom Star and Neuroscientist Mayim Bialik
December 10,
2018 by Laurie Northington in Business Strategy, Industry 
E-commerce mattress company Nectar Sleep has announced a partnership with Mayim Bialik, PhD and one of the stars of the CBS sitcom "The Big Bang Theory."
Bialik leverages her background as a neuroscientist to dive into the importance of a good night's sleep for the human brain in the digital video campaign called "Real, Sleep Science from Mayim Bialik."
In the video, Bialik cites that when our brains get tired, our hearts take over and "some of the biggest mistakes you've ever made" start happening - like dating a coworker and other relatable and regrettable scenarios. She also gives examples of some of a rested brain's most groundbreaking and joyous inventions ranging from toe socks to space travel.
Throughout the campaign, Bialik was accompanied by Nectar Sleep's signature CGI brain character, following a first appearance in the viral “Make America Sleep Again” video which helped the direct-to-consumer brand grow through digital advertising and Facebook campaigns, and reach a top spot on YouTube's 2018 TrueView for Action Ads Leaderboard.
In the latest video, the company added a CGI heart to the mix as a way touch on how stressful and emotional decision-making can be after a bad night's sleep on a low-quality mattress.
"Nectar is all about giving its customers a good night's sleep, and we try to get that message across in a funny and creative way" said Gil Efrati, chief marketing officer. "For this ad, we weren't looking for a celebrity just for the sake of having one. We wanted a partner who really understood our message that better sleep is important. Mayim isn't just an actress, she also happens to be a real-life, brilliant neuroscientist – which makes her the perfect person to explain why getting a Nectar is the smart choice for people who want better sleep. We believe that taking Mayim's passion for all things science and combining it with a brand she believes in, can get us into our customers' hearts (and brains)."
"I was thrilled to work with Nectar and align myself with a brand that really strives to make health its highest focus. Sleep is important for everyone, and I'm proud to stand behind the company shaping the way we redefine what it means to have a 'good night's sleep'" said Bialik. "I'm excited to see how people respond to this newest video, and look forward to giving the gift of a great night's sleep this week on my Instagram as well!"