Over the past year, sleep patterns have suffered due to the anxieties and abnormalities of the pandemic, but they may have also shifted in response to something quite surprising: our … read morecats. What some cat owners may not know is that their pets are crepuscular creatures and are notoriously more active (and hungry!) in the early morning hours. While many cat parents are happy to cope with that 4 a.m. feline 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. In collaboration with Behavioral Sleep Therapist, Donna Fairly, and Renata Riha, a Sleep Physician from the University of Edinburgh, the SHEBA® Brand's new ad is meant to aid parents in the early morning hours, when they may be reaching for their phones most. Developed by AMV BBDO, the 4 a.m. Sleep-Inducing Film uses a combination of the best sleep techniques including 20 minutes of body scans, ASMR voices, calm visual effects, meditation and soothing colors – to help cat parents get off their phones and get back to sleep.
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