Eve: Newsagent

Mad Cow Film’s Greg Bray directs two witty spots, created by Been There Done That, in which shameless bad’uns are depicted getting untroubled, high-quality kip thanks to their superior mattresses.

The campaign for mattress brand Eve, employs a deliciously simple but effective concept; using the idiom 'How do they sleep at night' to generate scenarios of scallywags behaving shamelessly. It's an idea that doubtless has adfolk up and down the country enduring restless nights on possibly inferior mattresses wishing they’d thought of it first.

In Newsagent, a scheming couple dupe an old lady out of her lottery win and in Baby On Board (above), a mischievous young woman stages a fake pregnancy to reap various rewards. Been There Done That is a strategic marketing company led by Dave Alberts, former Grey ECD.