Bensons for Beds, one of the UK’s leading bed specialists, has announced the launch of its brand new advertising campaign ‘Be Bensons’. The campaign will launch with a 60 second advert during BAFTA award-winning prime time show, Long Lost Family, today.

The ad marks a change of creative direction for the brand and demonstrates a renewed focus on building an emotional connection with its target audience. Recognising the multiple needstates a bed has to satisfy, the ad showcases a variety of everyday bedroom situations, from traditional scenarios featuring a couple having breakfast in bed on a Sunday morning to more comical situations where a young child squeezes in to their parent’s bed leaving them hanging off either edge. Through the wide variety of scenarios showcased, the ad campaign tells a story that everyone will relate to.

Lynda Matthews, head of marketing at Bensons for Beds says: “We understand that for our customers, our beds offer so much more than a place to sleep. Whether it’s having family cuddles on a Sunday morning, snuggling up with a good book before bedtime, or skyping a friend in Australia, our beds offer a hub of comfort in people’s homes. The ‘Be Bensons’ campaign recognises how everyone uses their beds for different reasons at different times and brings to life some of these moments in a way we hope everyone will relate to and love.”

The campaign will run across linear TV, VOD, cinema, print, online, outdoor and digital channels. The media was planned and bought by RP2. The advertising campaign was created by Public.