• by Fern Siegel , October 23, 2023

Gillian Anderson has been a TV staple since "X-Files." "The Crown," "The Fall" and "Sex Education," as well as her impressive theater work, established her — and her dual accents — on both sides of the Atlantic.

Now, the versatile actress is featured in a new spot for Dreams, a major U.K. bed retailer, carrying the tagline: "Love your bed."

The $4.8 million multichannel campaign was created by lead agency M&C Saatchi London following a two-way competitive pitch. The agency previously serviced the brand between 2017-2019.

The campaign, running across TV, audio, social, digital and in-store channels, hopes to grow the brand as a market leader and the choice for a superior bed. Anderson details what a good mattress can provide, including improved memory and alertness in the new spot.

"Drop in, lie down and see what a Dreams bed could do for you," Anderson says.

The TV spots were directed by Andrew Gaynord at Mindseye.

Havas Media handles media planning and buying. Coolr is in charge of social activity.

Guy Bradbury, creative partner, M&C Saatchi London, said: "While a mattress might seem mundane on the face of it, it's absolutely essential to our well-being. The way you bring the product to life, and the distinctive world you create around it, can really set a brand apart."

New M&C Saatchi clients in the first half of the year included Unilever, Channel 4 and JP Morgan. Later assignments were awarded by Diageo, Samsung and PepsiCo.

In a September earnings report, the agency reported 85% of its projected full-year revenue was booked as of August.