Mike Birbiglia

Procter & Gamble Co. has an eye-opening campaign ready with Macy's Inc. pitching its Downy fabric softener at the many Americans who don't get enough sleep.

P&G will offer Downy as sleep aid with a 7-day live window display featuring comedian Mike Birbiglia at retailer Macy's Herald Square store, beginning [TODAY]. Birbiglia, known for his routines making light of his sleepwalking problem, will talk with fans, interact online and, it's planned, sleep. [AP, Wall Street Journal]

And if you live in Grand Rapids, Michigan, note: tickets are on sale for a Birbigs show happening there on March 14th.