The documentary-style film shows Dr. Deirdre Barrett, a leading psychologist, author and expert on dreams, and the brand working together to attempt to incubate a Super Bowl ad into someone’s dreams. The video revealed the sleep study performed on several individuals, and invited the audience to dream their own Super Bowl ad. In the documentary, Dr. Barrett and the brand used Targeted Dream Incubation – the science of guiding dreams – to shape and compel each subject’s subconscious using a stimulus film, and an eight-hour soundscape throughout the night, to trigger them to dream a branded Big Game ad.

Additional behind-the-scenes videos explain targeted dream incubation, follow the visual artists who worked with Dr. Barrett to identify the visual and audio stimuli, and finally, show real people who have experienced the dream after watching the videos.