Brooklinen Recruits Four New Yorkers to Make the Case for Its Sheets

Brooklinen just put four very different New Yorkers in charge of proving its sheets are worth the price tag.

The home essentials brand unveiled "Best. Sheets. Ever.," its largest omnichannel push to date.

Serving as a continuation of its "Best In Bed" platform, it pulls together several big names, including:

• Emmy-nominated writer and comedian Ben Marshall
• Emmy-nominated actress and comedian Robby Hoffman
• Brooklyn Nets guard Mikal Bridges
• Grammy-nominated musician and actress Alana Haim

Each partner gets a vignette built around their own personality.

Bridges talks through how he recovers in the offseason, while Hoffman sits down with a therapist who suggests she might be "too comfortable," courtesy of her sheets.

The tone stays light, comedic, and true to the brand voice. 

"When Brooklinen approached me about joining their 'Best In Bed' campaign, I was flattered but thought, 'This is not the kind of video I am known for making,'" Ben Marshall said.

"But then I realized it was not x-rated, and it's actually called 'Best In Bed' because of their sheets — which are literally the best in bed — so I was happy to get on board."

Brooklinen Chief Marketing Officer Laura Jacobs framed the ensemble as a way to keep the brand identity distinct.

"We wanted to bring the campaign into culture in a way that feels distinctly Brooklinen — smart, unexpected, authentic and a little cheeky," Jacobs said.

To her, your bed should "have as much personality as you do, and it should never be boring."

A Cast Over a Single Face

Filmed and directed in-house by Barbara Anastacio, the spots keep the humor social-native instead of polished for a 30-second broadcast slot.

We first see Robby Hoffman on her bed, talking about the need for a therapy session.

The camera then slowly pans to Ben Marshall talking to his friend over the phone, as he tells the other person on the line he's on the way. 

Meanwhile, Alana Haim wakes up to a series of texts asking her where she is, and Mikal Bridges gets asked about his recovery regimen. 

Each short piece is then cut down for behind-the-scenes clips and interviews across channels.

The product at the center is Brooklinen's award-winning bedding lineup, shown alongside a limited-edition Fall Collection.

This includes seasonal colorways of the Luxe Sateen, Classic, and Washed Classic Sheets, plus matching throw blankets and pillows.

The "Best. Sheets. Ever." campaign continues through the fall, with the collection available now at brooklinen.com.

It's timed to land during Saturday Night Live's season 52 premiere, the 2026 Emmy Awards, and the start of the NBA season.

Brooklinen's Multi-Celebrity Approach 

The brand's past campaigns have mostly stuck to a single face or a small, comedy-first duo.

Having four names instead of one spreads the reach across separate fan bases without asking one single person to carry the whole campaign.

Academic research backs the multi-name approach specifically.

A 2025 study in the International Journal of Advertising found multi-celebrity endorsements produce stronger purchase intent than running several celebrities in separate ads. 

Here's what marketers can take from the approach:

• Match each talent to a format that's true to their personality: Marshall's video reads like his own comedy, not a script written around the product.
• Use the roster to cover more calendar moments at once: four release windows tied to SNL, the Emmys, and NBA season stretch one campaign's shelf life.
• Let the product stay constant while the faces rotate: the Fall Collection grounds every vignette, so the sheets stay the throughline even as the cast changes scene to scene.

A single spokesperson buys a brand one audience.

But four partners, chosen for how differently they each perform, buy several at once.

Our Take: Can Multiple Names Drive More Impact?

Four ambassadors means four separate audiences checking their phones for a different reason, and that math is the actual story here.

Marshall's fans, Hoffman's fans, Bridges' fans, and Haim's fans rarely overlap much, so Brooklinen isn't asking one person to move four rooms of people at once.

The tradeoff is that no single face gets to become synonymous with the brand the way a long-running spokesperson would.

We think that's the point rather than the cost.

A sheet company doesn't need a mascot, but proof that its product works for people who have nothing else in common.

Whether this adds up to more impact than one perfect casting choice depends on whether viewers remember the brand or just the bit they happened to catch.

Our money's on the brand, since the sheets show up in every single vignette regardless of who's lying on them.

Brands need agencies that understand how to align visual changes with operational ones so the rebrand holds up over time.

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