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TIME

January 28, 2015 View Original Article

This Super Bowl Ad Purposely Wants To Put You To Sleep

Squarespace recruited Jeff Bridges to lull viewers into an REM cycle

The stereotypical Super Bowl commercial involves car chases, celebrities, Victoria’s Secret models, puppies and other tropes that keeps the eyes of viewers eagerly on their screens.

Squarespace, on the other hand, wants its Super Bowl ad to put people to sleep. And it has enlisted Jeff Bridges to help.

The actor launched an album called “Jeff Bridges Sleeping Tapes” Wednesday that aims to lull listeners into a REM cycle using guided meditations, relaxing sounds and Bridges’ silky smooth voice.

Where does Squarespace come in? Well, Bridges used the website publishing platform to create the album’s website, called DreamingWithJeff.com. Donations for the “pay what you like” tapes goes to Share Our Strength’s No Kid Hungry campaign.

It’s possible that the prospect of napping with The Dude will be more appealing to big game watchers than taking selfies with Kim Kardashian.