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.