Sundays used to be relaxing: a day for rest, slow mornings, second cups of coffee, and naps that made the previous week disappear. Now, it’s a race to meal prep, answer work emails, and do anything but rest.
Sunday was always intended to be spent reclined, so we set out to make it a day for the La-Z-Boy® Recliner once again. But how? It just so happened that August 10th - National Lazy Day - fell on a Sunday this year, making it the Sunday-iest of all Sundays and the perfect day to kick off a year of truly relaxing Sundays.
Starting on National Lazy Day, we launched a media push on Sundays to get people to recognize that Sunday has shifted from a day of rest to a day of errands, chores, and catching up on work – and encourage them to take back their day of rest in the coziest ways possible.
Our campaign lived across multiple channels—including linear TV, streaming, digital, programmatic, and social—to maximize reach and minimize the Sunday scaries. Plus, we mixed high-impact sponsorships, targeted media, and contextual placements to inspire people to join La-Z-Boy in taking back their Sundays.
Our sponsorship program kicked off with one of Sunday’s biggest icons during the NFL Hall of Fame Game. Momentum continued with a first-in-category Uber partnership, offering promo codes on Uber and Uber Eats to help people relax. On National Lazy Day, we returned to sports with a live ESPN spot where Randy Scott reminisced about Sundays and invited viewers to join us in taking back their Sundays.
From a contextual standpoint, we intercepted our target while they relaxed to encourage them to keep Sundays lazy. We partnered with Unity Gaming to create interactive, playable ads where players prevented chores and errands from ruining their Sunday. On Spotify, we targeted listeners with a sponsored session offering 30 minutes of ad-free music to ensure nothing interrupted their relaxing Sunday. We also partnered with Netflix, Amazon Prime, and Paramount+ to remind them to press pause on everything but their shows on Sunday.
Together with La-Z-Boy, we worked all week to free Sundays from to-do lists. Every asset, sponsorship, and media placement was a reminder to slow down, recline back, and return Sunday to the lazy day it was always intended to be.
