La-Z-Boy Furniture Launches "Live Life Comfortably℠" Campaign

Spokesperson Brooke Shields Stars in Ads Featuring La-Z-Boy's Wide Range of Furniture

MONROE, Mich., (Nov. 15, 2010) – La-Z-Boy and recliners. For most people, the two are virtually synonymous. But today, La-Z-Boy makes so much more than recliners – including everything from sofas and sectionals to ottomans and accent chairs. That’s why the furniture company’s new marketing campaign is designed to educate consumers about the surprising range and variety of La-Z-Boy furniture. Unveiling a new company tagline and spokesperson, the "Live Life ComfortablySM" brand campaign features actress Brooke Shields describing the surprising La-Z-Boy furniture of today.

“We have extremely high awareness for our reclining furniture, but we often hear about customers who walk into La-Z-Boy retailers and say ‘wow – I had no idea La-Z-Boy made all of this,’” said Doug Collier, chief marketing officer for La-Z-Boy. “The new ‘Live Life Comfortably’ campaign is about bringing that ‘wow’ factor to life and demonstrating the wide array of great looking furniture we offer, and how it brings comfort into our customers’ lives.”

The “Live Life Comfortably” campaign will feature five 30-second television spots, all starring Shields, which will be rolled out over the next several months. In one television spot, Shields talks about how the La-Z-Boy favorite “dad’s chair” has morphed into a room of favorite furniture. In another, she compares the wide variety of La-Z-Boy furniture to the various food preferences of her friends and family. Another spot highlights the durability of La-Z-Boy furniture by noting that the “people who made the ultimate thing to do nothing on, also make the ultimate things to do everything on.” The commercials will air across North America on more than 20 networks, including A&E, Bravo, CNN, ESPN, HGTV, Lifetime, TBS and USA, as well as on local market network and cable TV stations.

Surprising Selection of Furniture

Meanwhile, a set of four national print ads feature Shields sitting in La-Z-Boy furniture in front of colorful, contemporary room groups, with quotes such as “you’ll be so surprised by everything La-Z-Boy makes, you may need to sit down.” The print ads will appear on newsstands in December in a full slate of magazines including Better Homes and Gardens, House Beautiful and Martha Stewart Living in the U.S. and Style at Home and Canadian House and Home in Canada.

“I love the La-Z-Boy brand and grew up with La-Z-Boy furniture in the house, so I was familiar with its quality, durability and comfort – and as a Mom I really appreciate it,” Shields stated. “What surprised me about La-Z-Boy was the wide variety of sofas, sectionals and other furniture they offer in addition to the iconic recliners. I’m excited to help La-Z-Boy spread the word that you don’t have to sacrifice comfort or break the bank to create a fabulous looking room.”

“Brooke Shields has a warm and genuine nature, as well as a strong sense of style and taste, making her the perfect embodiment of today’s La-Z-Boy. And with her dedication to balancing her successful career with her role as loving wife and mother, she’s also a great representative of the La-Z-Boy customer,” said Collier. “We are certain that she will help us grab the attention of consumers to help drive awareness of our broad offerings.”

The campaign was created by La-Z-Boy agency of record, RPA.

About La-Z-Boy

Headquartered in Monroe, Mich., La-Z-Boy has been producing some of the world’s most comfortable furniture for over 85 years. The company manufactures a full line of comfortable products for the living room and family room, including the company’s world-famous recliners, reclining sofas and love seats, sleep sofas, modular furniture and leather upholstery, as well as stationary sofas, love seats and chairs. It is a division of La-Z-Boy Incorporated (NYSE: LZB), one of the world’s leading residential furniture producers, marketing furniture for every room of the home. "Live Life Comfortably.®"

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