• by Tanya Gazdik , May 8, 2014

La-Z-Boy is launching an integrated ad campaign featuring actress Brooke Shields for its “Urban Attitudes” collection.

The affordable collection is geared toward a younger, more urban demographic and was designed to fit in smaller, city apartments.

The new ads are part of the larger “Live Life Comfortably” brand campaign. La-Z-Boy has seen an unprecedented 13 quarters of written same-store sales increases.

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.

“Urban Attitudes is our most significant collection launch in 10 years, and it makes a bold statement for our brand,” said Doug Collier, chief marketing officer at La-Z-Boy, in a release.

The campaign showcases the collection’s eclectic mix that fits the tastes of consumers with a penchant for style, while being surprisingly affordable, he adds.

The creative marks an 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,” says Joe Baratelli, EVP, chief creative officer at RPA, in a release.

Shields, who La-Z-Boy signed on as its spokesperson in 2010, delivers a down-to-earth, relatable persona, he adds.

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 publications such as Martha Stewart Living, Real Simple and Traditional Home.