Retail franchise Forty Winks has unveiled its latest tv campaign, opting for brand positioning over product based advertising.

The campaign explores the times when sleep is elusive, yet longed for. The premise of the great unrested is showcased by the night owls, those that have trouble winding down and switching off, and thosethat need to work through the night.

The concept was derived from a series of workshops with store owners that asked the question – what do we stand for? According to Annie Price, creative director from advertising agency McCann, the brand position genuinely captures the values and commitment of the store owners.

Forty Winks CEO James Hayward said the new direction is reflective of the company’s aim to change lives through a better night’s sleep. “The team at Forty Winks are passionate about our positioning and are 100 percent committed to this cause.”

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