Dreams: Team GB Partnership

As anticipation builds for a summer filled with sports, bed retailer Dreams has launched a major new campaign featuring Gillian Anderson alongside Team GB Olympians and Paralympians.


[Image Creds: lbbonline]

This marks the third instalment of the campaign starring the Sex Education actress, continuing the established ‘dreamlike’ theme, enhanced with ASMR elements to create a calming ambiance. The campaign was developed in partnership with M&C Saatchi Group.

[Image Creds: Retail Week]

In the ad, Anderson speaks directly to the camera while surrounded by the sleeping athletes, adding an immersive touch to the scene. Introducing the athletes, she explains that the Dreams bed they’re sleeping on will ensure they perform their best at their next sporting event, as peak performance follows a great night’s sleep.

She then tells viewers that the entire team can benefit from a Dreams mattress, and encourages them to “drop in, lie down, and speak to one of Dreams’ bed experts. Naturally, she also takes selfies with them as they slumber.

[Image Creds: Marketing Beat]

Jo Martin, the Chief Marketing Officer for Dreams stated “We’re excited to launch the third iteration of our brand campaign starring the brilliant Gillian Anderson, this time alongside some of our most formidable Olympians and Paralympians. We understand the powerful effect sleep has on performance, and with the right mattress, everyone can be at the top of their game.”

By tapping into the excitement surrounding the upcoming Olympic and Paralympic events and featuring a beloved actor, Dreams has effectively linked its brand to the themes of rest and athletic performance.


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