Dreams, the UK’s leading bed and mattress retailer, has unveiled a new £4m multichannel campaign starring Gillian Anderson, ‘Think what a Dreams bed could do for you’, having recently appointed M&C Saatchi London as its lead creative agency following a two-way competitive pitch.

In the context of a competitive retail landscape, and the emergence of a number of new “mattress-in-a-box” brands in recent years, Dreams selected M&C Saatchi London as its creative agency partner in order to address declining brand and consideration measures, having previously worked with the agency before, between 2017 and 2019.

Working in close collaboration with Dreams, M&C Saatchi London has developed a new campaign to reinvigorate the brand, positioning the retailer as the perfect choice for those looking for a superior bed.

The new push is inspired by the fact that while we spend around a third of our lives in bed, we often pay little interest or attention to the role our mattress plays in our quality of sleep. It aims to elevate the role of the humble mattress, highlighting the incredible things sleep can do for us, such as helping us to be more alert, improving our memory and making us feel alive again.

To achieve this, M&C Saatchi London has created a dream-like, ethereal world for a series of TV spots directed by Andrew Gaynord at Mindseye.

The launch ad sees Hollywood star Gillian Anderson, chosen to reinforce Dreams’ quality credentials, explaining just why every Dreams mattress is so amazing, and encouraging the audience to ‘Drop in, lie down, and see what a Dreams bed could do for you’.

The spot, which features a 60-foot art installation made entirely of mattresses, employs ASMR sounds to draw the audience into its dreamscape, inviting people to question what they sleep on before showing them how a Dreams mattress could transform their sleep.

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