La-Z-Boy Furnishes New 'Urban Attitudes' Collection With Sophistication

May 7, 2014

by
RPA

Santa Monica, Calif., May 7, 2014 — 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.

"Urban Attitudes is our most significant collection launch in 10 years, and it makes a bold statement for our brand. RPA's campaign showcases the collection's eclectic mix that fits the tastes of consumers with a penchant for style, while being surprisingly affordable," said Doug Collier, Chief Marketing Officer at La-Z-Boy.

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.

"We created a twist on the overall 'Live Life Comfortably' campaign by reinforcing the message that modern sophistication and style doesn't have to mean pricey, unlike other high-end, designer furniture," said Joe Baratelli, EVP, Chief Creative Officer at RPA. "Brooke continues to deliver that down-to-earth, relatable persona while amplifying her role as a star to convey the elegance of the new collection."

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."

About La-Z-Boy Headquartered in Monroe, Mich., La-Z-Boy has been one of the world's leading residential furniture producers 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.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive and direct and event marketing. RPA's client list includes American Honda, California Department of Public Health, Intuit Small Business, La-Z-Boy, Farmers Insurance Group and Mandalay Bay Resort and Casino. For more information, visit http://www.rpa.com.