As the Room Turns
In the latest integrated advertising campaign from La-Z-Boy, spokeswoman Brooke Shields stars in a soap opera parody, "As the Room Turns." The campaign includes television, print, digital and social elements that communicate the surprise and delight of the company’s range of great looking and stylish furniture. This new creative is part of the larger "Live Life Comfortably®" brand campaign for La-Z-Boy, which has recorded a 5 percent sales increase from a year earlier.
La-Z-Boy'’'s target audience grew up loving soap operas, and with those disappearing and being replaced by reality shows, the demographic will experience a sense of nostalgia watching these tongue-in-cheek spots.
The three 30-second TV spots, "Stavros," "Demitri," and "Noooo!" will run on daytime broadcast and network cable, including A&E, Bravo, Food Network, Hallmark, HGTV, OWN and TNT. Three print ads will appear in a variety of publications such as "People," "Parents" and "Traditional Home." Digital content will be leveraged in pre-roll and will also live on Facebook, Twitter, Instagram and YouTube. In addition, behind-the-scenes photos will live on the brand’s Facebook, Twitter and Instagram pages as well as GIFs from the spots.