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Musical Mattresses Help You Find the Perfect Bed in Dreams Spot

17/03/2025
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Campaign from Drummond Central aims to celebrate the two-way relationship people have with their bed

UK bed retailer, Dreams, has launched its new multimillion pound brand platform and campaign, 鈥楩inding You a Bed That Loves You Back鈥. The new platform aims to reinforce the business鈥 commitment to helping every customer find a perfect bed that is tailored to their specific needs.

The brand platform was crafted by Dreams鈥 recently appointed lead creative agency, Drummond Central, which was tasked with developing a long-term brand platform for Dreams that sets them apart from their competition and works across multiple channels.

The brand platform is being launched in parallel with a new campaign in which Dreams鈥 beds are brought to life and transformed into characters with their own voices. Set against the iconic Queen track, the new advert depicts Dreams鈥 beds wanting to find 鈥楽omebody to love鈥. With the help of Dreams鈥 Bed Experts, they wait to be perfectly matched with a customer so that they can move into their forever home and give their humans the best night鈥檚 sleep ever.

The new brand positioning serves to reinforce the knowledge, expertise and craftmanship harnessed across the business in helping every customer find their perfect bed. By leveraging Dreams鈥 unique Sleepmatch technology and Dreams鈥 Bed Experts, customers no longer need to worry about the pain and expense of trial and error when investing in their next sleep set-up.

While the Dreams beds in this campaign are focused on loving customers, the campaign production process kept sustainability front of mind. By opting for virtual as opposed to set build production the campaign鈥檚 CO2 outputs were reduced by 56.7%.

The campaign will launch on 14th March and be amplified across TV, BVOD, SVOD, audio, social, PVOD, and sponsorship.

Drummond Central managing director, Dan Appleby, said, 鈥淏eds longing to find 鈥楽omebody to Love鈥 so much so that they burst into a Queen anthem made us smile. It captures Dreams鈥 commitment to helping people find their perfect bed, the matchmaking skills of the Dreams鈥 Bed Experts but the stars of the show are undoubtedly our talented beds. It's been great working on this campaign with an excellent team of clients, agencies and production partners to bring this idea to life. We wanted to bring a bit of playfulness and fun to a category often seen as functional, and we hope people fall in love with our charming, cushioned characters.鈥

Commenting on the launch, Dreams鈥 CMO, Jo Martin said, 鈥淎t Dreams, we understand the importance of finding a bed that is perfectly tailored to everyone鈥檚 individual needs. 鈥淔inding You a Bed That Loves You Back鈥 perfectly encapsulates our mission to help each and every customer find the right bed for them. By placing our beds and Bed Experts at the forefront of our new creative direction, we not only highlight the wide range of premium products available at Dreams but also showcase the exceptional expertise that sets us apart from our competitors.鈥

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