Bed retailer Dreams has unveiled a new brand platform to match its customers to ‘their perfect bed’.
Titled ‘Finding You a Bed that Loves You Back’, the campaign was designed by Drummond Central, the retailer’s recently appointed lead creative agency.
The ad, set to the Queen song ‘Somebody to Love’, depicts anthropomorphic beds trying to find their perfect match and “give their humans the best night’s sleep ever”.
Drummond Central managing director, Dan Appleby, said: “It’s been great working on this campaign with an excellent team of clients, agencies and production partners to bring this idea to life. We wanted to bring a bit of playfulness and fun to a category often seen as functional, and we hope people fall in love with our charming, cushioned characters.”
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According to Dreams, the adverts CO2 outputs were reduced by 56.7%, as the company opted to use a virtual set.
The campaign will launch 14 March across TV, broadcast-video-on-demand, subscription video on demand, audio, social media, sponsorship and premium-video-on-demand.
Dreams’ CMO, Jo Martin said, “At Dreams, we understand the importance of finding a bed that is perfectly tailored to everyone’s individual needs. “Finding You a Bed That Loves You Back” perfectly encapsulates our mission to help each and every customer find the right bed for them.”
