Trading a bowl of mush for a scoop of greens, AG1’s new campaign updates a childhood classic
As daylight saving time ends and mornings reclaim an extra hour of light, AG1 is paying tribute to the people who rise before the rest of the world.
The supplement brand’s new campaign, “Good Morning, People Everywhere,” is centered on a short film, directed by Britton Caillouette and scored by Austin Farwell, titled “Good Morning, Moon,” a poetic reimagining of the classic children’s book “Goodnight Moon.”
With approval from HarperCollins and the estate of author Margaret Wise Brown, AG1 rewrote the book’s verses as an ode to morning rituals and the determination of early risers.
Narrated by legendary producer and AG1 fan Rick Rubin, the cinematic short features tennis star Sloane Stephens, surfer Mick Fanning, alpinist Christina Lustenberger, Everest climber Hari Budha Magar, rugby champion Zoe Harrison and more, swapping bears, chairs, kittens and mittens for dunes, waves, a track and a snow-covered mountain.
“’Good Morning, Moon’ is our love letter to morning people — the ones who rise when the world’s still quiet and choose to show up,” AG1 chief marketing officer Paulie Dery said. “It’s a celebration of what AG1’s been about since day one: starting your day with purpose.”
In addition to its new campaign, AG1 recently announced a rather unconventional name, image and likeness (NIL) program that funds early-career scientists rather than athletes, spotlighting researchers whose work advances the science behind foundational health and nutrition. The brand known for its all-in-one green supplement powder also announced a research partnership with UC Davis’ Innovation Institute for Food and Health to explore the connection between nutrition and metabolic wellness.
