Bed retailer Dreams has enlisted Gillian Anderson’s star power for its latest omnichannel campaign that positions the business as the go-to destination for superior beds.
Created by London agency M&C Saatchi, ‘Think what a Dreams bed could do for you’ will look to reinvigorate the brand and reiterate its premium product offering, backed by a considerable £4 million media spend.
The quirky creative was inspired by the fact that although we spend up to a third of our lives in bed, we often pay very little attention to the vital role our mattresses play in our quality of sleep.
Anderson herself invites viewers to ‘Drop in, lie down, and see what a Dreams bed could do for you’, encouraging the wider public to question whether they’re truly getting a quality night’s sleep.
“At Dreams, we want to be the first choice for people looking for a high-quality mattress and bed that’s perfect for them,” Dreams CMO, Jo Martin said.
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“Through this campaign we wanted to convey the importance of finding the right mattress, and the care and attention we give to every aspect of the customer journey – from our products and how we look after customers in store to setting up the bed as an important part of someone’s home.”
With media planning and buying handled by Havas and social activity by Coolr, the campaign marks M&C Saatchi’s first since its regained the Dreams account earlier this year following a two-way competitive pitch.
Running across across TV, audio, social, digital and in-store channels, a dream-like, ethereal world has been created by the agency for a planned series of ads directed Mindseye’s Andrew Gaynor.
M&C Saatchi creative partner Guy Bradbury added: “We set out to make a distinctive campaign with a real premium feel. While a mattress might seem mundane on the face of it, it’s absolutely essential to our wellbeing. The way you bring the product to life, and the distinctive world you create around it, can really set a brand apart.”
2 Comments. Leave new
Funny this article popped up as I saw this as and meant to Google if she was Gillian Anderson in it as it seemed a bizarre pairing. Unless they’re thinking the X files is similar to Dreamland, I couldn’t catch the link, or maybe they picked a random celebrity although extremely unlikely.
Still seems odd but good luck to them. I’m looking at new mattresses so maybe I’ll take them up on the prompt.
If they’ve got £4m to spare then they should have raised their staff’s wages and lowered prices.