Campaign of the Week

Reigning NFL MVP Josh Allen hits the hay in Natrol’s sleep-focused campaign

The NFL star’s campaign promotes Natrol’s new Sleep & Restore product line.

Kyle O'Brien

July 21, 2025

12:33 pm

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Buffalo Bills quarterback Josh Allen has enjoyed an eventful 2025.

In February, he was honored as NFL MVP for the first time in his career. In May, he married actress and singer Hailee Steinfeld.

Now, he’s the face of drug-free sleep aid Natrol’s latest brand campaign.

Promoting Natrol’s Sleep & Restore product line, Allen stars in the effort’s hero spot — This Me.

Laying in his bed, Allen reminds viewers that, “Every great performance starts with a great night’s sleep.”

From there, Allen says he needs good sleep to make sure he’s able to be the best “me” he can be — from a star football player to an award-winner, to even a doctor preparing for surgery.

(Important to note: he’s kidding.)

Still, he attributes his success to drug-free, melatonin-free sleep aid from Natrol.

As part of this effort, the brand partnered with Allen as well as neurologist and sleep specialist Dr. Chris Winter to launch the Sleep & Restore line.

Alongside the campaign spot, Natrol conducted a nationwide sweepstakes with exclusive prizes — including autographed merchandise, a personalized video message from Allen, a year’s supply of Natrol and a consultation with Winter.

“By prioritizing sleep, we can enhance not just physical capabilities, but also cognitive function and holistic well-being,” Winter says.

The campaign was developed in partnership with Betty, a Quad agency, which has been working with Natrol since becoming the brand’s creative AOR late last year.

Natrol also worked with director Alex Gargot, creative production company Canada, The Den Editorial and Lime Studios on editorial, and visual effects by Daydreamer Ltd.

FleishmanHillard handled PR, influencer, earned media and talent buying, while Horizon Media took care of paid media strategy, and Sircle provided creative assets for social platforms.

From a creative perspective, Betty sought to make the Natrol brand synonymous with a great night’s sleep.

With this campaign in particular, the goal is to tell a larger, more inspirational story than the usual “heads in beds” that are common in the sleep aid category.

Heath Pochucha, executive creative director at Betty, says that for the campaign’s centerpiece ad, the agency embraced Allen’s personable nature.

“If an idea didn’t feel authentic to him and the role sleep plays in his life, it would never ring true to consumers,” Pochucha says. “Josh is well known for his athletic prowess, but he also has infinite charm and a great sense of humor. We wanted to ensure all of those qualities got their moment in the spotlight while focusing on how great sleep with Natrol powers his best performances.”

The brand calls Allen the perfect choice for Sleep & Restore because he embodies high performance fueled by intentional recovery.

Allen was introduced to the sleep aid line as part of the partnership and quickly became a genuine advocate after using it as part of his wellness routine.

“Josh’s commitment to excellence — both on and off the field — mirrors our mission to help people unlock their best selves through restorative sleep,” says Natrol chief marketing officer Rebekah Lyle. “He’s authentic, relatable, and understands firsthand how critical quality sleep is for peak performance.”

Lyle adds that utilizing Winter’s expertise helped reassure consumers that the Sleep & Restore line is backed by credible sleep advice.

She notes that Winter educates audiences on the vital role quality sleep plays in overall wellness and performance — “translating complex sleep science into actionable tips” that anyone can use.

The sweepstakes component also engaged people by encouraging them to join the company’s “Pro Sleeper” movement. The brand team says that offering prizes generated buzz, drove product trials and positioned Natrol as a leader in the increasingly competitive space.

The response to the campaign has been “extremely positive” so far, according to Lyle. Leveraging Allen as the campaign spokesperson has helped secure coverage in mainstream media outlets like People, Sports Illustrated and Bleacher Report.

Meanwhile on social media, Natrol focused its efforts on Instagram as the primary platform, with content repurposed for Facebook. The campaign also utilized UGC- and influencer-driven engagement on TikTok.

Though the sweepstakes concluded on July 3, the broader campaign remains ongoing with a goal of driving brand awareness and engagement across digital, social and retail channels.

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Reigning NFL MVP Josh Allen hits the hay in Natrol’s sleep-focused campaign

美女免费一级视频在线观看

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