Glossy partnered with Toronto independent agency Diamond to launch “InsomniAds,” the latest campaign in Sinai Health Foundation’s “Hot and Bothered” platform.
Designed to meet menopausal women where they are—often wide awake at 3 AM—this smart, subversive campaign delivered the world’s most boring ads on purpose. Each spot is a monotone, slow-paced audio story featuring painfully dull topics like fantasy football picks, firmware updates, and office pizza parties—all voiced by men and served up as YouTube pre-rolls between 2 and 5 AM. The goal: to offer relief for menopause-related insomnia while sparking greater awareness of the often-overlooked symptoms women face during this stage of life.
The campaign combines humour and empathy to both soothe and provoke—supporting Sinai Health Foundation’s broader mission to establish Canada’s first Centre for Mature Women’s Health and close the gender gap in care, research, and education.
Coverage included Muse By Clios (love this one!), AdAge, Campaign, and Strategy, with strong engagement and positive response across earned and social.
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