The 12-month deal aims to create long term and high frequency exposure for the brand on channels that reach its target audience.
It also targets days when people are most likely to have difficulty sleeping.
The campaign will feature 16 new 10-second idents starring the character Joan, a scriptwriter penning a range of humorous stories.
The ad was created by Wallace & Gromit creators Aardman Studios.
The idents feature different voiceovers throughout the yearlong deal “to ensure the campaign stays fresh”.
The TV spots will air every evening from Sunday to Thursday on Watch and every Sunday evening on Gold throughout the year-long campaign.
In addition, a 30-second TV ad will also run on Watch, Gold and other associated channels.
The ad was created by Grey and media planning was handled by MediaCom.