A peek behind the scenes of Sir John Hegarty’s launch campaign for Simba Sleep

BBH founder Sir John Hegarty, has unveiled a launch campaign for mattress brand Simba Sleep, created by his incubator The Garage Soho.

Hegarty created the ad with help from the brand's founders, James Cox and Steve Reid, to showcase the importance of a mattress for things other than sleep.

In a behind the scenes peek at how the campaign was pulled together (above) Hegarty said: "Simba has got supreme technology. But when you talk about this, you find that everybody that sells a mattress talks about sleep.

"What we said is nobody talks about the other things you do on a mattress. You do a lot more than just sleep in a mattress. So we talk about Simba as a 'mattress for grown ups.'"

The ad showcases the variety of mechanical tests the mattress was put through before hitting the shelves and is narrated by a female voice in the style of Marks & Spencer's iconic food porn 'Not Just Any...' ads.

"It allows us to talk about technology and innovation in a more interesting way," continued Hegarty.

He continued: "Our motto at the garage is don’t start a business build a brand. I want the audience to walk away from this going, that’s an amazing mattress but also this is a company that talks to me with a sense of humour, and walk away with a smile."

The spot (above) will run on ITV throughout the summer, kicking of on 17 July during Casino Royale and appearing in slots for other shows like Coronation Street and Loose Women.

Simba was launched in 2015 with the aim of "demystifing" the mattress market, it is poised to launch in Europe, Asia and the US by the end of 2016.

The startup is backed by Made.com and Notonthehighstreet.com investor Tom Teichman as well as Innocent Drinks founder Richard Reed.

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