The Doncaster agency was tasked to raise the retailer's profile with the new ads.

Public said the brief was to "move the brand on" and empathise with today’s consumer - "a key factor in an increasingly competitive retail market".

Manchester-based production company The Gate Films produced the TV work, which features the Brenda Lee song 'I'm sorry'. The ad will air on ITV1, 2, 3 and 4.

Public's senior art director Darren Price, who headed the Sleepmasters creative team, said: "Multiple versions of the TV and radio ads have been created so every time viewers and listeners will see or hear something different from the last time the ad was played. This will ensure the campaign remains fresh throughout 2010.”

Before this campaign, Public had worked with Sleepmasters for more than 10 years on in-store marketing and regional press advertising.