Eugene Levy Stars as “Sleep Daddy” in New Sleep Country Campaign Targeting Canadians’ Troubled Sleep Habits

Toronto, ON – Sleep Country Canada is shaking up its marketing game — with a little help from Emmy Award winner Eugene Levy. In a new national campaign launched this week, the beloved actor appears as Sleep Daddy, a quirky-yet-trustworthy figure urging Canadians to prioritize their bedtime routines.

The campaign, announced Monday, aims to improve Canadians’ strained relationship with sleep by challenging unhealthy nighttime behaviours and encouraging better habits. It also draws on new findings from a national survey by Leger, which paints a grim picture of how little — and how poorly — most Canadians are sleeping.

“As kids, our relationship with sleep was simpler,” said Nuno Bamberg, Senior Vice President, Brand & Marketing at Sleep Country Canada. “Now that we’re adults, no one tells us to put away our phones or go to bed. That’s where Sleep Daddy comes in — a charming reminder to get serious about sleep.”

The campaign will feature Sleep Daddy throughout the year, with Levy delivering his signature wit and warmth in a series of creative spots. The first commercial is now live on YouTube.

Survey Reveals Troubling Trends in Sleep Habits

Sleep Country also unveiled a Leger survey conducted from June 20–22, 2025, which surveyed 1,619 Canadian adults. The results show an alarming gap between awareness and action:

• Only 16% of Canadians report having a “very good” relationship with sleep.

• 65% get less than 6 hours of sleep per night — well below the recommended 7–8 hours.

• 69% wish they were getting better quality sleep.

• A majority — 58% — knowingly get less rest than needed.

• 68% say poor sleep directly impacts their energy levels.

“There’s a huge disconnect between what Canadians know about sleep and how they act on it,” said Stewart Schaefer, President and CEO of Sleep Country Canada. “Our mission is to close that gap by offering personalized solutions and expert guidance.”

A Legacy of Sleep Innovation

With over 300 stores and seven brands under its umbrella — including Endy, Hush, and Dormez-vous — Sleep Country has long been the leader in Canada’s sleep retail space. The brand is doubling down on education and innovation, positioning itself as more than just a mattress store.

Recognized in 2025 as Canada’s most trusted mattress retailer by Brandspark, and previously named one of the nation’s Most Admired Corporate Cultures, Sleep Country continues to invest in its people, products, and the broader “sleep ecosystem.”

Learn more at: www.sleepcountry.ca

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