Hatch Calls Olivia Munn and Ways & Means to Say Goodnight to the Score

From steps and streaks to readiness and recovery, nearly every part of modern wellness has become something to measure. Now, Hatch is asking if sleep needs to be another score to chase.

In “Life of Scores,” a new brand campaign featuring Olivia Munn that launches today, Hatch takes on the growing culture of constant measurement and makes the case for bedtime as a place to finally stop keeping score.

The campaign follows Munn through a world increasingly defined by numbers, goals and expectations before arriving at the part of the day that should be different: bedtime. Rather than wake up to another judgment of how well you slept, Hatch encourages people to focus on the behaviors and routines that help them get to sleep in the first place.

"I spend a lot of my day making decisions and moving from one thing to the next. By the time bedtime comes around, I don't want more data or another metric to think about. I just want to wind down. That's what I like about Hatch. It turns bedtime into something I look forward to instead of something I keep pushing off," said Munn.

The campaign brings to life the philosophy behind Hatch Sleep Clock, Hatch’s new bedside sleep tracker. Unlike traditional trackers centered on a nightly score, Hatch Sleep Clock combines contactless sleep tracking with personalized insights and recommendations to help users understand their sleep and build a bedtime routine that works for them. With guided routines, original sleep audio, and circadian-backed lights, Hatch Sleep Clock doesn't score your sleep. It helps you sleep better.

With "Life of Scores," Hatch is challenging a wellness culture that can turn even rest into another measure of performance. The campaign offers a simpler proposition: when everything else in life comes with a score, bedtime doesn’t have to.

“Life of Scores,” developed in collaboration with creative studio Ways & Means, debuts October 12 across YouTube, CTV, social and digital platforms.