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Dreams, the beds retailer, has unveiled its first ad campaign by newly-appointed creative agency M&C Saatchi.

The ad is narrated by actor Caroline Quentin, and uses a cover of Dreams by The Cranberries, performed by Amber Leigh Irish on the soundtrack.

The song is also being released as a single with all of Dreams’ proceeds from the sales going to the Fostering Network charity.

The ad was created by Dan McCormack and Luke Boggins at M&C Saatchi, with Starcom handling media planning and buying. The spot was directed by Phil Hawkins through Re:production.