Goodby Silverstein & Partners created a 30-second “Time Is a Construct” spot for Idorsia that stars Jennifer Aniston, who spends a night fighting insomnia before being woken up by a more rested version of herself who says, “Good days start with good nights. Seems like a good time to find out about both.” The spot is directed by Taika Waititi, and the wider “Seize the Night & Day” campaign features Aniston sharing her experience of insomnia alongside educational content from the brand.