Dreams has unveiled its latest advertising campaign promoting the relaunch of its Replace Every Eight initiative, originally launched in August 2015. With an investment spend of £3m, the campaign will include TV, radio, national press, social channels, and VOD.
The television commercial will build on the success of the previous Replace Every Eight commercial and will focus on the special, everyday moments that happen in and around the bedroom and show how these moments evolve over time. The campaign encourages people to recognise the wear and tear their mattress goes through during an eight-year period and the need to replace it in line with Dreams’ marketing campaign launched last year.
The creative was developed in-house in conjunction with Re:production and Director Phil Hawkins. Broadcast, digital, press and outdoor media buying is managed by Starcom.
Following the success of Dreams’ cover version of Take That’s single Everything Changes, Dreams this year recorded a cover version of Cyndi Lauper’s hit, Time After Time, which will feature on the commercial. Recorded by solo artist Ben Weighill, the song's proceeds of the single will be donated to Dreams’ charity partner, The Fostering Network.
Lisa Bond, marketing director at Dreams, says: “This year’s advertising campaign builds on the incredible success of the 2015 campaign. It continues with the family-orientated focus through nostalgic scenes of relatable moments but also highlights the need to replace your mattress every eight years by demonstrating how much it goes through over time.”
The 40-second launch commercial will debut on ITV1 on 29th June and will feature the new Replace Every Eight logo, which has been designed by Dreams’ in-house creative team. The advert will be supported by an extensive PR and marketing campaign.