Dreams refocuses creative around UK roots with help from M&C Saatchi

British bedding company Dreams has launched its first campaign since it appointed M&C Saatchi, refocusing its creative to tout its UK manufacturing credentials.

The company's roots take centre stage in the new spot, which features a sleeping couple making the journey from factory to home, atop a Dreams mattress, under the watch of the company’s factory staff and delivery drivers.

The ad marks the first creative spot from the brand since it parted ways with Creature after a short four-month relationship last year. As part of the refreshed approach, the brand has also unveiled a new strapline: 'What Dreams are Made Of', seeking to position itself as an expert on "all things sleep-related."

"The company is now in a place where we can offer British made products from our own factory across the country, so we wanted to shout about this from the rooftops," said Dreams' marketing and e-commerce director Lisa Bond. "From a brand point of view, the campaign delivers exactly what we wanted it to; that there is nobody our customers can trust more than us to deliver the perfect night’s sleep."

Narrated by Caroline Quentin, the star of Men Behaving Badly and Jonathan Creek, the short film is accompanied by a cover of 'Dreams' by the Cranberries, performed by 18-year-old British artist Amber Leigh Irish. The company plans to release the track as a single with proceeds going to the Fostering Network charity.

The shift in tone from Dreams marks its biggest play since 2015, when the company sought to break the bedding industry marketing rut noting a "a massive uplift in brand awareness, intent to purchase, spontaneous awareness" as a result.

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