Dreams launches new advertising campaign to encourage the UK to fall back in love again


Dreams, Britain’s leading bed specialist, has launched its new advertising campaign in which it explores the link between healthy sleep and healthy relationships.

The campaign represents the next iteration of Dreams’ industry-changing ‘Replace Every 8’ initiative with a new theme.

The new advert, launched on ITV on December 15 at 19:43 during Coronation Street, encourages the public to consider their mattresses and sleeping habits, to rediscover the joy of a good night’s sleep and ultimately to strengthen relationships by persuading couples to fall back in love with their beds again.

Originally launched in 2015, ‘Replace Every 8’ focuses on the proven health benefits of changing your mattress every 8 years, in terms of sleep, comfort, hygiene and the prevention of back pain. Over the past two years it has become the foundation of Dreams’ marketing strategy and the backbone of its spectacular turnaround as a business, cementing Dreams’ reputation as experts in sleep.

Through Replace Every 8, Dreams has sought to change the way the British public approaches sleep. This new commercial forms the latest iteration of this aim, tapping into the impact a bad night’s sleep can have on our personal relationships.

The music accompanying the commercial is a re-recording of ‘Last Request’ by Paolo Nutini, performed by Amber Leigh Irish. It will be released as a charity single, with all the proceeds donated to The Fostering Network, the UK’s leading fostering charity and a partner of Dreams.

Lisa Bond, marketing & e-commerce director of Dreams, said: “This new campaign underlines the mission of Dreams as a business: to strive to make sure every person in the UK can get a great night’s sleep. Over the last two years our Replace Every 8 initiative has changed the way people think and talk about sleep. This campaign highlights the impact our mattress has on our lives without us even knowing.”

“We are looking forward to continuing to develop the Replace Every 8 narrative long into the future, and encouraging everyone to have the best night’s sleep possible.”

The production company behind the commercial was re:production and the campaign was directed by Phil Hawkins. The creative agency was M&C Saatchi.