Simba: advert-top-1 by The Garage Soho

The campaign will run for 6 weeks throughout London Underground billboards, and takes the form of eye-catching photography of a deconstructed Simba Hybrid mattress being tested by a pair of playful mechanical glutes. The testing devices create continuity with the clever TV spot by John Hergarty of Bartle Bogle Hegarty, who has also backed Simba with investment through his new incubator The Garage Soho.

Continuing to bring to life the brand’s central insight that ‘people do much more in bed than just sleep’, the forthcoming poster campaign lets people know just how the Simba Hybrid offers unmatchable support no matter what happens on top of it. Focus is on the technological advance of combining 2,500 individual conical springs, that adjust to the activity or person, with a layer of responsive memory foam that moulds to shape.