Nobody kicked the door in. Nobody picked the lock. You bought the thing yourself and set it by your head.
Dreams Pt. 2 picks up where The Night Shift left off. Pt. 1 was an intrusion — somebody else was building the room you slept in. Pt. 2 is worse, because nobody had to break in at all.
Official music video — Booma Community Streama #54.
WHY THIS SONG EXISTS
On 27 January 2021, ahead of Super Bowl LV, Coors announced “the first Big Game commercial you can only see the night before game day — in your dreams.” The press release named the method: Targeted Dream Incubation, a real technique from sleep science, and it named its consultant, Harvard dream researcher Dr. Deirdre Barrett.
Around 40 sleep researchers signed an open letter, “Advertising in Dreams is Coming: Now What?”, urging the FTC to extend its ban on subliminal advertising to cover ads that reach you while you sleep.
Then it gets interesting. Barrett — the expert Coors actually hired — published a rebuttal to that letter. She pointed out the ad never ran to 100 million viewers; it sat on the Coors website. She had argued against the company’s “implanting dreams” language and lost. And behind the scenes, nearly every participant filmed for the study was a paid actor, and no trial data was ever released.
So the incubation may never have worked at all. What worked was the announcement. A campaign about buying your sleep got the coverage, the outrage and an open letter from 40 scientists — without having to buy anyone’s sleep.
That’s the song. It didn’t have to work. It only had to sell you the idea.
SOURCES
Coors press release, 27 Jan 2021
Dr. Deirdre Barrett, “Dream Incubation... and adventures in ad land”, 4 Feb 2021
https://deirdrebarrettdreams.medium.com/dream-incubation-and-adventures-in-ad-land-4f2ca7057ffd
Gizmodo, “No, Brands Can’t Target Ads At Your Dreams”
https://gizmodo.com/no-brands-cant-target-ads-at-your-dreams-1847113888
Harvard Petrie-Flom Center, “Branding Dreams”
https://petrieflom.law.harvard.edu/2022/10/04/branding-dreams/
The Night Shift ~ Dreams | Booma Community Streama #52!
Music generated with Suno. Visuals generated with Artlist.
