Silentnight return to TV with Sleep Great, Britain

Silentnight return to our screens this week with a primetime campaign by Dinosaur.

It marks a return to TV for the UK’s most trusted sleep brand and is part of Silentnight’s broader mission of celebrating the great British sleeper.

The ad is an upbeat and uplifting celebration, reflecting the unique place the brand has in the nation’s heart and the role it plays in peoples’ lives across the nation.

Jason Mcilvenny, Head of Brand and Insights at Silentnight shares the approach, ‘Silentnight has a unique place in the nation’s heart and our products help all kinds of sleepers across Britain to sleep better. More people trust Silentnight with their sleep than any other brand.

We recognised that other brands could make claims about sleep in a narrow context but they’re smaller, have tighter ranges and have not been helping Britain sleep better for 80 years. And great sleep makes us better as people, and great sleep, on the scale Silentnight delivers it, makes us better as a nation. That’s a space that no one else can operate in.’

Dan Pitchford – Creative Director of Dinosaur comments, ‘1 in 3 households own a Silentnight product and in Britain, the brand is intrinsically linked with sleep. We’ve built on this to create Sleep, Great Britain, an idea that can live in the hearts and minds of the nation. The tone of the ad is warm and comforting and features a characterful cast of real and relatable sleepers. Rousing orchestral music sets the tone, heightens the anticipation and elevates the fun of the reveal. A vibrant and emphatic voiceover keeps things fun and is delivered with gravitas and a side of wit.’

The brand is investing over £1m in the campaign, which will see its ads air on Channel 4 and Sky channels along with out-of-home placements at railway stations. The investment also includes ads on YouTube and an influencer campaign.

Source: Dinosaur

  Advertising, Campaign, Dinosaur, Marketing, Silentnight, UK