La-Z-Boy Urban Attitudes
For the launch of their new Urban Attitudes collection by La-Z-Boy, which has been described as modern, sophisticated and anything but ordinary, the company is rolling out an integrated advertising campaign featuring spokeswoman Brooke Shields. Created by RPA, La-Z-Boy's agency of record, the campaign includes television, print and digital ads that debunk certain misconceptions about what it takes to create a stylish living room. This new creative is part of the larger "Live Life Comfortably®" brand campaign for La-Z-Boy, which has seen an unprecedented 13 quarters of written same store sales increases.
The new ads mark an exciting evolution from previous work, as the collection is geared toward urban living and appeals to a style-conscious demographic. Inspired by the unique design of the furniture collection, RPA, along with director Dave Meyers, uses a visual technique to strip away the over-the-top glamour and pretentious flourishes normally associated with style in the home, demonstrating that you don't need a movie-star budget to have a living room that's sophisticated, comfortable and attainable.
Two 30-second TV spots, "Photo Shoot" and "Movie Set," will run on network cable, including A&E, Bravo, Food Network, Hallmark, HGTV, OWN and TNT. Two print ads will appear in a variety of publications such as "Martha Stewart Living," "Real Simple" and "Traditional Home."