Lucky Generals has launched its first campaign for Nytol. The objective of the campaign is to normalise the Sleep Aid category - demonstrating that sleeplessness can affect us all from time-to-time, and there are products that can help.The work aims to position Nytol as a helpful solution to sleeplessness and taps into the insight that people are often kept awake late at night by the mundane things running through their head.Across TV, radio and online channels the integrated campaign brings to life the trivial range of things that go through people’s heads as they’re trying to drop off.The 30 second TV ad visualises the thoughts of a man calculating how much sleep he can still get if he falls asleep right now.In OOH commuter media the executions sympathise with those who lie awake reliving the time they offered their seat to a pregnant woman who wasn’t pregnant. Or worrying about whether they ‘replied all’ to that dreaded e-mail...In social media the brand sympathises with those who lie awake fretting about their Twitter gaffes (like the fact they spelled ‘You’re’ without an apostrophe).And on radio the 30 second campaign executions commiserate with parents who toss and turn trying to forget their offspring’s torturous renditions on the recorder.Nytol is then introduced as the solution to all these unhelpful late-night preoccupations through the hashtag #SayGoodNytol. The campaign was created by Lucky Generals and the TV spot was directed by Us from Academy.CreditsBrand: NytolClient name and job title: Miranda Osborne, Group Brand Director at PerrigoClient Brief: Normalise the sleep aid categoryCreative agency: Lucky GeneralsProject name: TimeMedia agency: ZenithOptimediaDirector: UsProduction Company: Academy