Bed retail chain Dreams has announced that it plans to re-launch its ‘Replace Every Eight’ ad campaign, investing £3m.

The campaign, which was originally launched in August 2015, will be released over a multiple range of platforms, from TV to social media, and encourages people to recognise the wear and tear their mattress goes through during an eight year period and the need to replace it.

The creative was developed in-house in conjunction with Re:production and director Phil Hawkins. Themes include ‘Children’s rooms’ ‘duvet days’ ‘family time’ ‘twenty somethings’ and ‘empty nesters’.

The 40 second launch commercial will debut on ITV1 on 29 June and will feature the brand new Replace Every Eight logo which has been designed by Dreams’ in-house creative team.

Lisa Bond, marketing director at Dreams says: “This year’s advertising campaign builds on the incredible success of the 2015 campaign. It continues with the family orientated focus through nostalgic scenes of relatable moments but also highlights the need to replace your mattress every eight years by demonstrating how much it goes through over time.”