Gillian Anderson fronts Dreams’ first work from M&C Saatchi
The actor leads a £4m campaign designed to position the retailer as the “perfect choice for those looking for a superior bed.”
Bed retailer Dreams has rolled out a £4m multichannel campaign starring Gillian Anderson asking consumers to ‘Think what a Dreams bed could do for you’.
It’s the first work since it appointed M&C Saatchi London as its lead creative agency.
The campaign is inspired by the fact that despite the time people spend in bed, they often give little thought to the role a mattress plays in the
In the spot, Anderson, chosen to reinforce Dreams’ quality credentials, navigates a 60-foot art installation made entirely of mattresses and invites people to question what they sleep on before showing them how a Dreams mattress could transform their sleep.
Sophie Lewis, chief strategy officer, M&C Saatchi London, explained: “Increasingly, people are realising just how crucial a good night’s sleep is, which is why it’s crazy how little thought we often put into choosing something to sleep on, with many of us buying our mattress without even trying it first. No other brand is better placed than Dreams to tell the story of the importance of getting the right mattress.”
The campaign is running across TV, audio, social, digital and in-store channels. Media planning and buying is by Havas Media and social activity is by Coolr.