Sir John Hegarty & Royle Productions Launch Simba Mattresses with Sultry New Spot

Simba – a 100% British brand revolutionising the way we sleep and live – launches its first TVC on Sunday 17th July - as it begins a bold and tantalising 6-month campaign across the country with its clever 40 second spot.

The first ad will air at 9pm in ITV at 21.40pm and will feature Simba’s Hybrid cutting-edge mattress being put to the test - against the backdrop of an alluring and seductive voiceover – with a series of mechanical kicks, rolls and punches, demonstrating its ability to adapt to the demands of life and sleep. 

The TV ad was created by John Hegarty of Bartle Bogle Hegarty, who has also backed Simba with investment through his new incubator The Garage Soho. The spot was produced by Royle Productions. 

Frances Royle comments: "What’s special about this campaign is that the creative idea subverts traditional mattress advertising.  We've created a commercial that breaks the conventions of the genre. Barry Kimber's direction dramatised the detail and quality of the Simba mattress whilst elevating the humour of the idea.  We are very proud to of produced Sir John's second commercial through The Garage Soho."

Sir John Hegarty said: "You spend on average a third of your life in bed – and that’s not just sleeping. We wanted to show through our creative that actually – we do so much more in bed. Whether its laughing, planning, watching TV, chatting reading or dancing between the sheets, a mattress needs to be able to withstand all sorts of living."

James Cox, co-founder at Simba, said: "We really wanted to work with John, who is one of the world’s most awarded and respected ad creatives, and thankfully the feeling was mutual. We were first on the market when we started, but we knew it wouldn’t always be that way. John helps us stay true to our founding principles as we grow. And makes sure we let people know what makes us different from others out there."

Co-founder Steve Reid, adds: "We feel the ad truly captures the spirit of our passion to create a one-type-suits-all mattress that is perfect for everything people do in bed, not just sleep. It’s built and tested to support the life lived on it. It’s for everyone who wants perch, sleep or even jump on it."