Brooklinen just gave its biggest campaign ever to four celebrities, and they never share a screen.
Advertising researchers tested this kind of exact casting choice last year, and the result cuts against it.
Putting all four in one ad would have scored higher on purchase intent.
Brooklinen decided to run with the solo version anyway.
The four separate ads make up "Best. Sheets. Ever.," a continuation of its "Best In Bed" platform.
"Best. Sheets. Ever." runs four names across four spots:
- Emmy-nominated writer and comedian Ben Marshall
- Emmy-nominated actress and comedian Robby Hoffman
- New York Knicks guard Mikal Bridges
- Grammy-nominated musician and actress Alana Haim
Each partner gets a vignette written to fit their own personality.
Bridges talks through how he recovers in the offseason.
Meanwhile, 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's 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,'" Marshall said in a press release.
"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 CMO 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."
Brooklinen timed the run to Saturday Night Live's season 52 premiere, the 2026 Emmy Awards, and the start of the 2026-27 NBA season.
Each date gives one of the brand's four partners a reason to be on screen that week.
A Cast Over a Single Face
Brooklinen created the campaign in-house and hired Barbara Anastacio to direct.
The spots stay social-native, shot loose enough to read like phone video.
We first see Hoffman on her bed, talking about the need for a therapy session.
The camera then slowly pans to Marshall talking to his friend over the phone, as he tells the other person on the line he's on the way.
Meanwhile, 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.
Brooklinen's Multi-Celebrity Approach
The brand's past campaigns have mostly stuck to a single face or a small, comedy-first duo.
Four names spread the reach across separate fan bases, and no single person has to hold up the whole campaign.
Academic research complicates the approach.
A 2025 study in the International Journal of Advertising tested two celebrities in one ad against the same pair in separate ads.
The single-ad version scored higher on brand attitude, purchase intent, and willingness to pay.
Researchers traced it to how much money and effort viewers assumed the ad took.
Brooklinen went with the separate version, so every vignette has to earn attention on its own.
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, with the product folded in.
- Use the roster to cover more of the calendar at once: Four release windows tied to SNL, the Emmys, and the 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.
The separate structure only works if each vignette can hold attention without the other three.
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.
Despite what research found, we think it still adds up, mostly because Brooklinen picked people whose fan bases rarely overlap.
The research favoring group ads points at perceived production spend, and one frame holding all four would have read as expensive.
Brooklinen traded that for vignettes that fit a feed, which suits a brand whose voice already lives on Instagram.
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 still on the sheets, which sit in every frame 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.
Explore the top branding agencies in our directory.
