Dreams: Team GB partnership

Dreams leverages Team GB Partnership in new campaign starring Gillian Anderson alongside Olympians and Parlympians.


    Dreams, the UK’s most loved bed and mattress retailer, is leveraging its status as the official sleep partner of Team GB and ParalympicsGB, with a major new campaign starring Gillian Anderson and Team GB Olympians and Paralympians. The push was developed in partnership with our UK agency.

    The ads are the third iteration of a campaign which aims to reinvigorate the Dreams brand, positioning the retailer as the perfect choice for those looking for a superior bed. Building on the success of previous ads featuring Gillian Anderson, it also stars Team GB Olympians and Paralympians including Tom Dean and Hannah Cockroft.

    A series of four films directed by Andrew Gaynord at Mindseye see Anderson talking directly to camera, introducing the athletes and explaining that the Dreams bed they’re sleeping on will help them be at their best for their next sporting event, as your best performance comes when you’ve had a great night’s sleep. She then goes onto tell viewers that the whole team can benefit from sleeping on a Dreams mattress, before encouraging them to “drop in, lie down and speak to one of Dreams’ bed experts”.

    The campaign is running across TV and social channels. Media planning and buying is by Havas Media.

    “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.”
    Jo Martin, Chief Marketing Officer, Dreams
    "Returning to the same distinctive dreamlike world of our previous ads, our new spots for Dreams show that everyone can be at their personal best with a great night’s sleep, just in time for us to support the Team GB Olympians and Paralympians this summer.”
    Guy Bradbury, Creative Partner, M&C Saatchi

    See more work by M&C Saatchi Group here.