Bedroom has achieved remarkable success once more. The company Tenerife, specialising in the hospitality sector, particularly beds, has launched its most audacious campaign, which has gone viral across Spain due to its captivating nature. The star of the campaign is Barbara Rey, the actress, vedette, media personality, and television presenter in Spain, with the campaign cleverly referencing her romantic association with the emeritus king Juan Carlos I.
Bedroom elevates Barbara Rey to the title of “queen” of rest. The enormous advertising hoardings visible from this Wednesday in Madrid have caught the eye of various national media outlets through specialist advertising websites.
One such site, Marketingdirecto.com, states that under the slogan “Bedroom, experts in genuine rest“, the campaign blends “humour, satire, and irreverence while remaining subtly impactful.”
The campaign, crafted by the Dormitum Marketing Team, commenced with a colossal advertising canvas in central Madrid at Plaza de Chueca, where it depicts Barbara as royalty, seated on a throne, exuding elegance alongside one of the brand’s mattresses. The canvas prominently displays the message “Sleep like a queen”, emphasising the comfort and luxury that this campaign aims to convey.
Barbara Rey, on a Colossus mattress, in one of the Sports. / Ed
The campaign is also supported by advertising spots featuring similar themes. One ad incorporates a well-known phrase from the Emeritus King: “It fills us with pride and satisfaction… to present this mattress.” Following this, Barbara Rey is seen asserting on camera, sitting atop one of the star mattresses, Colossus, asserting: “Colossus, to sleep like a queen. Only at Dormitorum, the experts in genuine rest.”
Alexis Amaya, CEO and Founder of Dormitorum, affirms that the campaign has made a “significant impact” since its launch this Wednesday. “It is an audacious campaign, true to our advertising style, which is spreading rapidly across Spain; working with Barbara Rey has been a tremendous pleasure,” he states.
Dormitorum is a Tenerife-based enterprise dedicated to premium furniture (mattresses, bed frames, armchairs, pillows…) with outlets in Tenerife, Gran Canaria, Lanzarote, and Fuerteventura.
Alexis Amaya, CEO and Founder of Dormitorum, alongside Barbara Rey during the campaign’s unveiling. / Ed
Following this recent initiative, several advertising experts have classified Dormitorum as “one of the most innovative brands in the country” for its “entertaining” and “disruptive” advertising style. This campaign, supported by Bárbara Rey herself, utilises humour to discuss a topic of significant relevance in the nation: the romantic relationship the actress held with Juan Carlos I during his reign as King of Spain.
Dormitorum, widely recognised for its motto “Gentes Awaken”, has previously gained attention with various campaigns throughout the country. Last year, Bedroom launched another campaign featuring renowned Hollywood actor Lorenzo Lamas, who was the “king of beds” in the 1980s and a pop culture icon during his peak fame thanks to television series such as Falcon Crest and Renegade. He made a return to advertising in this whimsical campaign from the Tenerife company. He was also seen as the suave character trying to catch Sandy’s eye to make Danny jealous in Grease and in Snake Eater.
As noted by Marketingdirecto.com, Lamas also starred in various bedroom adverts that stirred considerable conversation in Spain, which the company aimed to pay a light-hearted tribute to, employing its signature fresh, bold, and casual branding style. In this instance, recalling the iconic catchy slogans from previous announcements.
