For Natrol’s newest brand evolution, they needed a new creative campaign that would stand out in the sleep aid sea of sameness, with category conventions like soft music and heads in beds that lull consumers to unconsciousness. Make sleep every bit as cool and aspirational as diet and exercise, and in so doing, make Natrol synonymous with the great performances that come from great sleep. Who better to launch the campaign than the reigning MVP quarterback? Most Valuable Sleep. Most Valuable Player.