For Your Sleepy Head

PMG, a global independent marketing services and technology company, teamed up with Jazwares, the makers of the wildly popular Squishmallows brand, to launch the coziest, unexpected must-have of the back to school season: SquishPillows.
The national ad campaign, “For Your Sleepy Head,” debuted earlier this summer to announce the launch of its new product line, the SquishPillow, which utilizes the same proprietary “fill” as the beloved Squishmallows plush toys and is intended to be enjoyed by people of all ages.

The campaign tapped into Gen Z’s love of sleepycore, rest rituals, and the idea that comfort is the ultimate self-expression. While most brands in the category tout indistinguishable features like thread count or deep sleep claims, SquishPillow leans into the cultural moment by glamorizing sleep and making it feel not just acceptable, but aspirational.

The foundation of the campaign was a dreamy, delightfully self-aware brand platform. A series of short films was designed to evoke a sense of existing between sleep and waking — using vintage Lomography Petzvalux lenses to create a soft, haloed glow around each frame. That hazy aesthetic is the heartbeat of the campaign: sleepy, surreal, and a little bit silly.

Everything was produced in-house through PMG’s internal content studio, allowing for tight iteration and agile production across digital, social, and DOOH. Each :15-spot was made to flex across platforms without losing its sleepy soul.

“This isn’t about sleep science, even though SquishPillow does bring that along with ergonomic support to the table,” said Laura Christy, Senior Director of Marketing at Jazwares. “It’s about creating a campaign for a product that makes you feel emotionally understood. Something that makes you want to slow down and settle in.”

Before the national campaign went live, PMG’s Influencer team built momentum with an exclusive @RealGlowHouse partnership across TikTok, Instagram, and Snapchat. Fifteen Gen Z and Gen Alpha female creators, known for their focus on girlhood, fun, and female empowerment, hyped up the product launch, resulting in a sell-out of 2.5K pre-order units.
This demand built anticipation for the launch of the “For Your Sleepy Head” creative campaign, which is now live. That momentum carried directly into #SquishTok, PMG’s creator activation following students through shopping, move-in, and room glow-ups, with SquishPillow at the top of their list, bringing comfort to the chaos of student life. Now running through September, #SquishTok creators continue to share hauls, dorm reveals, and Squish-filled resets, keeping SquishPillow top of feed and top of mind all season long.

“'For Your Sleepy Head' is more than a product launch,” said Lori Wittig, Creative Director, PMG. “It’s a cultural statement for a generation rethinking how rest fits into their lifestyle. With creative, media, production, and influencer all under one roof, PMG has delivered a campaign that not only celebrates doing nothing, but turns it into something worth watching.”