Ad campaign breaks new ground for bed retailer

Dreams, the official sleep partner of the British Olympic Association (BOA) and British Paralympic Association (BPA), is today launching its latest campaign with TeamGB and ParalympicsGB athletes.

With less than six weeks to go until the opening ceremony of the Olympic Games in Tokyo, the advert intersperses scenes from the city with short clips of TeamGB and ParlympicGB athletes in training.

Featuring Max Whitlock, Jade Jones, Ali Jawad, Jason and Laura Kenny, Maddie Hinch, Shauna Coxsey and Jordanne Whiley, it focuses on what is behind each athlete’s training plan – focus, belief and, ultimately, sleep.

This is the first time the brand has created an ATL campaign with a licensed partnership, and the first in which one of its own mattress ranges has featured.

Simon Moore, director of marketing at Dreams, says: “As the excitement really mounts ahead of Tokyo 2020, we’re delighted to launch this campaign. We really wanted this advert to showcase the hard work and dedication of our TeamGB and ParalympicsGB athletes. But we also wanted to show that, alongside focus and belief, sleep is also an absolutely crucial part of their training plan.

“I’m incredibly proud of this partnership, and of the whole team in delivering this campaign from concept to delivery in just five weeks. We always want to deliver better sleep for all, and hope that it inspires everyone, from the athletes in Tokyo to the audience at home, to get the best night’s sleep they can.”

Watch the ad here.

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