29 March 2024, 08:05
By Furniture News Apr 05, 2017

Dreams launches new campaign emphasising UK production and end-to-end care

Dreams, one of Britain’s leading bed specialists, has launched its new advertising campaign, which will see the retailer bring to life its proposition of end-to-end quality and care, as well as its UK manufacturing credentials.

Debuting this evening on ITV at 9:30pm the campaign will also see Dreams adopt the new strapline ‘What Dreams are made of’, positioning the company as an expert on all things sleep-related.

With over 180 stores throughout the country, Dreams produces its product range at the Dreams Bed Factory in Oldbury, West Midlands, and delivers nationwide with its own fleet of vans. The company also recently introduced free delivery.

This unique ‘made in the UK’ proposition forms the central theme of the new commercial, which features a sleeping couple making the journey from factory to home atop a Dreams mattress, under the careful care of the company’s factory staff and delivery drivers.

Narrated by Caroline Quentin, the star of Men Behaving Badly and Jonathan Creek, the advert is accompanied by a cover of Dreams by the Cranberries, performed by young British artist Amber Leigh Irish. The 18-year-old also appears in the video recording of the track.

Dreams will also be releasing this track as a single, with all Dreams’ proceeds going to the Fostering Network, the UK’s leading fostering charity with whom Dreams partners.

Lisa Bond, marketing & ecommerce director, says: “This campaign shows you everything that is special about Dreams. The advert depicts our dedicated staff, some of whom actually appear in the video, doing what they do best. The company is now in a place where we can offer British made products from our own factory across the country, so we wanted to shout about this from the rooftops.”

“From a brand point of view, the campaign delivers exactly what we wanted it to; that there is nobody our customers can trust more than us to deliver the perfect night’s sleep.”

The production company behind the commercial was Re:Production, and the campaign was Directed by Phil Hawkins. The creative agency appointed was M&C Saatchi.

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