Hatch just asked Olivia Munn to tell shoppers they can stop grading their sleep.
The company has launched "Life of Scores," a brand new campaign starring Munn for the "Hatch Sleep Clock," its new bedside sleep tracker.
Nearly every habit in wellness comes with a number now, and Hatch wants sleep to stay off that list.
Instead of waking up to a verdict on last night, it wants people to focus on the routines that help them fall asleep.
Munn explained why that message fits her.
"I don’t want more data or another metric to think about. I just want to wind down," she said.
"That's what I like about Hatch. It turns bedtime into something I look forward to instead of something I keep pushing off."
Wellness brands continue to reach for celebrity marketing to give a product a human voice, and Munn gives Hatch one for an idea that could sound abstract on a spec sheet.
A Day Full of Numbers, A Night With No Score
The 30-second spot follows Munn through a day shaped by numbers, goals, and expectations.
And then comes bedtime, the one part of the day where Hatch argues the scorekeeping should stop.
This sets up the Hatch Sleep Clock, which uses contactless tracking to learn a person’s sleep patterns and offers personalized insights and recommendations.
"Hatch Sleep Clock learns how I sleep, so my bedtime routine actually works for me," she says, as she closes her eyes and the spot ends.
Guided routines, original sleep audio, and circadian-backed lights give users ways to wind down each night, so the device puts its weight on the bedtime routine.
Tom’s Guide notes the Sleep Clock costs $80 more than the Restore 3, Hatch’s best-selling sunrise alarm clock, so the added tracking has to justify itself with a message like this one.
Ways & Means developed "Life of Scores" in collaboration with Hatch.
The campaign debuted across YouTube, CTV, social and digital platforms, which puts one idea in front of viewers at home and on their phones.
Non-Wearable Sleep Trackers Hit $1.72B in 2025
Spherical Insights estimated the global non-wearable sleep tracker market at $1.72 billion in 2025 and expects it to reach $5.25 billion by 2035.
Hatch is selling into that category at $249.99, and a price like that needs a reason beyond a data readout.
Peloton ran a similar play with Miley Cyrus for the Tread Flex, its first foldable treadmill.
Its CMO Megan Imbres saw the "Let Yourself Run" campaign as a move away from data obsession and towards an "era of optimism that celebrates what the body can do."
Hatch makes a comparable case for sleep, with Munn in Cyrus' role.
Brands planning a celebrity-fronted wellness launch can borrow three moves from Hatch:
- Name the feature you skip: Saying no to a nightly score gives the spokesperson one clear message.
- Match the star to a routine: Munn’s path from a busy day to bedtime ties the ad to a moment every viewer knows.
- Launch on one date: A single October 12 debut across YouTube, CTV, social, and digital reaches viewers in several places at once.
A familiar face pushing the no-score agenda gives a $249.99 device a stance that shoppers can repeat.
Our Take: Can a Tracker Win Trust by Skipping the Grade?
A bedside device that watches you breathe all night asks for a lot of trust, and Hatch is asking for it with a pitch about lowering the stakes.
We think the pitch holds up because a sleep score hands people a verdict before breakfast, and those numbers are a lousy way to start a day.
Hatch still delivers a morning report on how you slept, so the promise gets tested by the tone of the app once a habit has fully formed.
If the insights read like a friend’s suggestions, Munn’s line about winding down will hold up.
The 30-night bedside trial is the real audition for this campaign.
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