La-Z-Boy 2019 Brand Campaign

Relaunching La-Z-Boy

Relaunching La-Z-Boy

Introducing La-Z-Boy’s “Live Life Comfortably” campaign to a new generation of furniture shoppers meant relaunching the brand with a new spokesperson they could relate to.

Enter the ever-magnetic Kristen Bell.

After a dispute with her husband about where to put the new La-Z-Boy recliner she bought him went viral, La-Z-Boy saw an opportunity to make her the new brand ambassador – and take audiences along for the ride. RPA crafted the campaign around Kristen, capturing her innate charisma and “tell-it-like-it-is”quality.

Over the course of two different :30 and :15 launch spots, she discovers that La-Z-Boy makes a whole lot more than great recliners:




The campaign extends from TV to print, social, and digital with :06 and :15 content:


Additionally, POP was created to bring the campaign into every La-Z-Boy furniture store.

With a relaunch that’s every bit as authentic as its new spokesperson, this 90-year-old heritage brand feels more relevant than ever, ready to transform rooms for years to come.