Dreams switches direction with first ad by RKCR/Y&R

Dreams, the beds and bedroom furniture retailer, is moving away from price-led advertising with a TV campaign by its new agency RKCR/Y&R.

The ad breaks tonight and features people across the country switching off their lights to sleep in their comfy Dreams bed.

It concludes with a Dreams employee turning off his own bedside lamp, accompanied by the endline "We won't sleep till everyone's in their Dream bed".

The ad was shot by Toby McDonald at Partizan, edited by Russell Icke at the Whitehouse. Visual effects were completed by The Mill. Media is handled by Starcom.

The campaign is accompanied by a cover version of the song 'Hushabye Mountain' by  jazz singer Stacey Kent.

Dreams, which has more than 260 stores across the UK, appointed RKCR/Y&R to its £35m advertising account after a creative pitch in February.

Mike Butler, marketing director at Dreams, said: "Dreams has always offered great value and we now want to highlight our ability to match customers to their Dream bed."