Brooklinen Takes First Celebrity Campaign In-House

The earlier campaign leaned on the brand's expertise and a cheeky sense of humor, showing people eating ice cream and playing with their kids in bed. With the new effort, Brooklinen pushes the ads closer to the core product.

"The brief was tying the brand platform to our product expertise, and leveraging interesting, authentic, bold personalities to help us to tell the story of why our sheets are the best sheets ever, and the fact that they never want to leave their bed," Jacobs said.

Built inside, cast for culture

After speaking with a few agencies, Brooklinen decided to rely on its internal knowledge and creativity. The team focused on finding the right external partners, choosing award-winning director Barbara Anastacio to helm the ads.

"We wanted a diverse cast who spoke to their own audiences," Jacobs said. "It wasn't about just speaking to one specific Brooklinen demographic."

The cast members are each having a cultural moment. Hoffman released a Netflix comedy special last year and earned an Emmy nomination for her performance on "Hacks." Marshall became a full-time "SNL" cast member in 2025 and appears in two films this year. Beyond her role in the band Haim, Alana Haim has taken acting roles in "One Battle After Another" and "The Drama," and was seated with friend Taylor Swift during the Knicks playoff run that ended with Bridges winning a championship ring.

"We wanted people who were culturally in the conversation, who were truly authentic and bold in their creativity and who weren't afraid to be a little cheeky about the bed, which we got in spades from them," Jacobs said.

Alongside the hero spot and the individual cutdowns, the campaign includes behind-the-scenes footage, including Marshall and Bridges racing to fold a fitted sheet. That content mix lets Brooklinen keep the campaign fresh as it works consumers down the marketing funnel.

"It's not just 'look at our brand, learn about us.' It's pulling people down [the funnel] and not just saying that they should love it but why, and what to buy," Jacobs said. "We're already starting to see the results of that, which is really rewarding."

With early results in and the campaign set to run through the NBA season tip-off in October, the in-house bet positions Brooklinen to keep iterating on celebrity content without an agency in the loop.