Bed retailer, Dreams, has unveiled a £4m multichannel campaign starring Gillian Anderson, ‘Think what a Dreams bed could do for you’, having recently appointed M&C Saatchi London as its lead creative agency.

The campaign positions Dreams as the perfect choice for those looking for a superior bed. It is inspired by the fact that while we spend around a third of our lives in bed, we often pay little interest or attention to the role our mattress plays in our quality of sleep. It aims to elevate the role of the humble mattress, highlighting the incredible things sleep can do for us, such as helping us to be more alert, improving our memory and making us feel alive again.

The launch ad sees Anderson explaining just why every Dreams mattress is so amazing, and encouraging the audience to ‘Drop in, lie down, and see what a Dreams bed could do for you’. The spot, which features a 60-foot art installation made entirely of mattresses, draws the audience into its dreamscape, inviting people to question what they sleep on before showing them how a Dreams mattress could transform their sleep.

The campaign is running across TV, audio, social, digital and in-store channels. Media planning and buying is by Havas Media, with social activity handled by Coolr.

“We want to be the first choice for people looking for a high-quality mattress and bed that’s perfect for them,” said Jo Martin, Chief Marketing Officer at Dreams. “Through this campaign, we wanted to convey the importance of finding the right mattress, and the care and attention we give to every aspect of the customer journey – from our products and how we look after customers in store to setting up the bed as an important part of someone’s home.”