The story of a beauty treatment ritual, The Thai slap facial, is spreading across socials. But it’s not for the usual reason. It’s not the latest beauty craze, although it does actually exist. It’s a parody by bedding products brand. The campaign uses absurd humour and the drawcard of online beaty treatment claims to underline the importance of eight hours of quality sleep as the ultimate beauty treatment.

The viral film, Sleep Solves Everything, by freelance creative director, Shikha Gupta, is an unconventional [read: unhinged] documentary style story about “professional slap therapist, Preewara ThanartPhatsorn”, and her beauty treatment. Bollywood actor, Sonakshi Sinha, and comedian, Gurleen Pannu, have been recruited to amplify the film, sharing it on Instagram with their own take on the theme of ‘thappad and sleep’.

The campaign is running across digital platforms and social media channels.

Credits
Client: SleepyCat
Chief Operations Officer: Kanishk Arya
Chief of Staff:  Suvanya Suhag

Creative Director: Shikha Gupta
Production House: Mothership Productions
Director: Sukriti Tyagi
Executive Producer: Kashif Memon
Producer: Debarati Paul
DOP: Swaraj Srivastava