Headspace Spec

A study in changing the vibe of an iconic brand.

AD: Reid Rasnic

Silver Local and Gold District Addy winner, campaign category.

You feel guilty when you take time for yourself. As if the definition of “selfish” is turning off the notifications and taking a bubble bath. But self care is a necessity, not a luxury. It’s the healing your mind and body needs to stay healthy and – honestly – sane. And it goes beyond your skincare routine and mental health days. Self care is honoring when you need a moment (or three) to stop thinking and just breathe, just exist. A few minutes of meditation every day is the self care you need to have more energy and less regrets. It’s not selfish. It’s self care.

Pause the doom scroll for a minute. Are you here to forget a typo you sent to your boss? Maybe it’s something you said to your crush, or something else that’s making you wish you were invisible.

You don’t have to keep feeling that way. Daily meditation will help you reframe your thoughts, feel more hopeful, and be kinder to yourself. Not the sitting-cross-legged-and-saying–“ommmm” kind of meditation, though you can certainly do that if it helps. The kind where you relax for five minutes to the soothing voice of a man named Andy so you can calm your mind, breathe deeply, and explore your thoughts. Andy knows you can do it. And you should, too.

Did I turn the stove off? Did I leave that dish towel next to the stove? What if it catches on fire? Then the whole kitchen will catch on fire and I’ll come home to a burning husk of a house and does my insurance even cover dish towel–related house fires and what if I end up on the street and my entire vintage tamagotchi collection gets melted into oblivion when that collection took me years to build and I’ll be on the street and tamagotchiless and the neighbors might video my burning house and what if they post that video online and it goes viral and literally everyone in North America makes fun of me for being so stupid and leaving the stove on and letting my house burn down and whenever I go in to a job interview to get a job so I can get off the street they look at me and laugh in my face because I’m the dish towel fire guy and nobody will hire me and I’ll die alone and sad and tamagotchiless because I left the stove on?

:30 Radio Spot

Voice talent: recognizable calm, gentle voice of a Headspace meditation guide. Understanding, kind, British.

VO: Mindless eating, binge watching, doom scrolling–we all have something we use to distract us from the noise in our heads.

But imagine if the noise wasn’t even there in the first place.

Imagine if your brain looked less like a Walmart fire on Black Friday and more like a meadow filled with unicorns peacefully munching on grass made of candy.

Headspace can do that. Well, help your thoughts be less chaotic, that is. We don’t have any unicorns.

Download the Headspace app today to turn the noise off.