John Legend is a master of romantic and sexy music and, the former Sexiest Man Alive, is playing up his allure in a campaign for meditation and mindfulness company Headspace, inviting viewers to sleep with him.
In a 30-second spot that’s scheduled to run before the Super Bowl in the pre-game kickoff show on NBC, Legend is seen lounging on a furry rug in a silky robe with hearts on it in front of a fireplace, flanked by candelabras. He looks seductively into the camera and says “I’m going to let you sleep with me.” He clarifies that quickly, stating that he’s a happily married man so really it’s just the sleeping part.
Legend then announces his new sleepcast on the Headspace app. The sleepcast is a series of audio stories narrated by Legend’s soothing voice, along with an 8-hour sleep playlist curated by the singer-songwriter.
“It’s your once-in-a-lifetime opportunity to sleep with me … sort of,” states Legend in the ad, before directing people to start a free trial at a “Sleep With John” webpage on the Headspace site.
With the help of John Legend and the “Love Yourself Like a Legend” campaign, Headspace hopes to help people to see how mindfulness can be easily applied to daily life—especially when it comes to sleep. Legend will also guest host five episodes of mental health podcast Radio Headspace in March.
“After a Valentine’s Day full of giving to our loved ones, we still have to save some love and care for ourselves,” said Legend in a statement. “Self-care starts with a good night’s sleep. We all need it and I’m excited to partner with my friends at Headspace to share my sleepcast and sleep playlist with the world.”
The campaign marks the second year of Headspace’s partnership with Legend. Together, they launched focus music in the Headspace app, designed to create the ideal conditions for mindful work and to help members prioritize what matters most to them. In 2021, Headspace and John Legend also released a YouTube series, “Music On My Mind,” which explored the different ways music can improve lives with the help and guidance of two cognitive neuroscientists.
“Our vision at Headspace is to create a world where everyone is kind to their minds,” Amy Davis, vice president of global brand marketing at Headspace, said in a statement. “With ‘Love Yourself Like a Legend,’ we’re using a cultural moment and humor to deliver a very important and often overlooked message: for people to take care of the most important relationship they have—the one with themselves.”
The company worked with a team of creatives on the campaign, including creative directors Neal Desai and Eric Christy Manchester, along with production and media company AlkemyX.
More from AgencySpy here.