Lie-ins and snoring dogs big up bedtimes with Simba

Simba, the British company behind the Hybrid mattress, is launching a new campaign featuring personality-led sponsorship idents and a TV blitz which aims to bring the power of great sleep into everyday moments.

The campaign explores what comfort really feels like – from bedtime quirks and lie-ins to snoring dogs and shared routines – and each ident tells a quick, recognisable story about the small but meaningful moments that make Simba mattresses part of life.

The new idents are airing across drama, entertainment and streaming content, with the main TV commercial running on both linear TV and connected TV platforms.

Produced by Black and White Projects in collaboration with Another Film Company, the project brought together dozens of short films to build a flexible and varied campaign designed to sit naturally across TV programming.

Aimed at showing that great sleep is not just a function, it is a feeling, the campaign puts comfort, humour, and human habits front and centre.

Simba marketing and ecommerce director Jon Moore said: “From the beginning, this project was about capturing the feeling of comfort and finding humour in the everyday. The idents are mini-stories that bring our brand to life through charm, familiarity and personality.”

Black and White Projects managing director Duncan Stewart added: “There is unparalleled innovation within Simba’s product technology. When people settle down at home to watch their favourite show, what matters is the feeling that tech gives them: ultimate comfort.

“Our idents show that feeling through Simba people and their idiosyncrasies. A suite of idents to give viewers a smile, putting the emotive side to Simba on show.”