Dreams launches new advertising campaign
The campaign represents the next iteration of Dreams' ‘Replace Every 8’ initiative which has become the foundation of Dreams’ marketing strategy since launching in 2015.
The advert encourages the public to consider their mattresses and sleeping habits to rediscover the joy of a good night’s sleep and ultimately to strengthen relationships by persuading couples to fall back in love with their beds again.
‘Replace Every 8’ focuses on the health benefits of changing a mattress every eight years. Dreams said the new commercial takes this one step further by tapping into the impact that a bad night’s sleep can have on personal relationships.
The music accompanying the commercial is a re-recording of ‘Last Request’ by Paolo Nutini, performed by Amber Leigh Irish. It is being released as a charity single with all the proceeds donated to The Fostering Network charity.
Lisa Bond, marketing and ecommerce director of Dreams, said: “This new campaign underlines the mission of Dreams as a business: to strive to make sure every person in the UK can get a great night’s sleep. Over the last two years our Replace Every 8 initiative has changed the way people think and talk about sleep. This campaign highlights the impact our mattress has on our lives without us even knowing.”
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