Few sunrise alarm clocks have reached the level of popularity set by Hatch, the combination light and sound machine designed to help support natural circadian rhythms. Which is why I was surprised to notice it trending on TikTok, not for its gentle sunrise light feature or recently released Hatch+ programming—but for being a symbol of the occult.
The problem began, innocently enough, with an anti blue light promotional campaign, released by Hatch on October 13 and titled “Goodnight, Phone.” It consists of a one-minute, 30-second Hollywood-esque trailer starring actress Kiernan Shipka, who delivers a convincing scream-queen performance with the theme that blue light exposure after your bedtime can lead to nightmarish sleep. The trailer is, admittedly, a bit PG-13—Shipka pulls a long, bloody phone cord out of her mouth, and is attacked by a zombie version of herself in bed.
“It’s Time to Sleep”
With a Hatch device and a subscription to Hatch+, users are able to change their alarm sounds, from white noise and ocean waves to the “hoa hoa hoa” introduction from the vampire classic Twilight, and Hatch+ is also promoting its library of Halloween-themed bedtime stories, like a narration of “The Legend of Sleepy Hollow.”
For some, the creepy trailer and vampire-themed Hatch+ programming were a bridge too far, and by October 24, according to Hatch, the brand found itself trending on “DemonTok,” the TikTok hashtag for discussions of monsters, demons, and related subjects.
As “Hatch demonic ad” and “Is the Hatch alarm clock demonic?” quickly became top search terms, several users posted videos of themselves throwing their devices into the trash in protest, including TikTok Christian influencer Charity, who goes by the username “CharityIsMe.”