Join Gillian Anderson in a Mattress Dreamscape for Dreams Bed Campaign

Dreams, the UK’s most loved bed 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, Dreams selected M&C Saatchi London as its creative agency partner in order to further grow the brand and drive consideration amongst its audience, 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 campaign 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, draws the audience into its dreamscape, inviting people to question what they sleep on before showing them how a Dreams mattress could transform their sleep.

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.

Jo Martin, chief marketing officer, Dreams, said, “At Dreams, we want to be the first choice for people looking for a high-quality mattress and bed that’s perfect for them. Through this campaign we wanted to convey the importance of finding the right mattress, and the care and attention we give to every aspect of the customer journey – from our products and how we look after customers in store to setting up the bed as an important part of someone’s home.”

Simon Moore, director of media and marketing, Dreams, said, “From our very first interactions with M&C Saatchi London, they showed a real understanding of the challenges we face and the opportunities for us as a brand. I have been impressed with the calibre of their people, from the strategic upfront thinking, to creative talent, to account management and the broader team.

“This is just the first moment of a long-term strategy to further consolidate Dreams’ position as a market leader – and we’re just as excited about what comes next.”

Sophie Lewis, chief strategy officer, M&C Saatchi London, added, “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.”

Guy Bradbury, creative partner, M&C Saatchi London, concluded, “We set out to make a distinctive campaign with a real premium feel. While a mattress might seem mundane on the face of it, it's absolutely essential to our wellbeing. The way you bring the product to life, and the distinctive world you create around it, can really set a brand apart.”