Fitosonno is a natural product against sleep disorders, so it is not positioned as a classic sleeping pill (ie. a strong drug for chronic insomnia) but a natural aid for occasional sleep problems. One of the main causes of insomnia for those who don’t suffer from it acutely is incapacity to put day-to-day problems out of mind and relax. The product’s promise (“you can’t eliminate your problems but you can sleep well with them”) plays on the above mentioned insight and offers not only sleep but also peace of mind. This ad is being scheduled almost exclusively at night, to address a target that watches TV because they can’t get to sleep.