La-Z-Boy is back with Brooke Shields as part of its effort to talk to women about the comfy life. The “Live Life Comfortably” campaign, which touts the range of the company's furniture portfolio, has had Shields as spokesperson since 2010. The company says that it has seen seven quarters of year-over-year same-store sales growth for the La-Z-Boy Furniture Galleries system products that are the focus of the campaign.
To commemorate the Monroe, Mich.-based company's 85th anniversary, the campaign includes a TV commercial promoting a national sales event. The campaign, via agency of record Santa Monica, Calif.-based RPA, comprises four TV ads, a pair of online videos, four national print ads and other digital content.
One ad, which aired a couple of weeks ago
for the first time, shows Shields talking about the company's 85th anniversary sale. “Eighty-five years -- that’s a really big deal,” she says. “They don’t need some loud
ad that screams ‘sale!’ -- just me telling you about the great deals on gorgeous furniture.” At about that moment all the trappings of a fire-sale ad invade the space with a big
“85th Anniversary Sale” sign sliding across the set, and balloons, etc. “Guys, I thought we weren’t doing this?” says Shields.
“For a household name, Brooke maintains a down-to-earth, relatable persona that’s genuinely approachable,” said RPA CD Jules Fox. “The situational humor used in the campaign plays on Brooke’s lighthearted personality and appeals to the sensibilities of our target audience.”
Later this year, another ad touts La-Z-Boy’s online customization tool with a life-sized computer-generated elephant. The company says the TV commercials will run on more than 30 cable networks in the U.S. and Canada, including HGTV, Food Network, Lifetime, Oxygen and USA. Two online videos, a Q&A with Shields where the actress talks openly about working with La-Z-Boy and a flipbook, which rapidly cascades through La-Z-Boy-designed rooms, will live on http://www.la-z-boy.com/. Print will appear in a variety of publications such as “Better Homes & Gardens,” “Country Living” and “Martha Stewart Living” and online units will run as pre-roll or banners.