La-Z-Boy is launching a new integrated marketing platform today that includes a national ad campaign and consumer activation.  

The “Long Live The Lazy” platform has the brand proudly reclaiming “lazy,” while championing La-Z-Boy’s unrivaled comfort.   

The campaign is led by a 30-second national spot called “We The Lazy” from Santa Monica-based agency RPA. It kicked off this week, airing on broadcast, digital, streaming services, social media and mobile gaming. In the opening sequence of the spot, a man declares from the coziness of his La-Z-Boy recliner, “We’re standing up for our right to be lazy,” to which a middle-aged couple adds, “By sitting down and reclining back.”  

To further extend the campaign, La-Z-Boy also is introducing The Decliner, an A.I.-powered recliner prototype that generates excuses (via text message) so you can decline last-minute invitations to go out when you’d rather stay in.   

Three limited-edition Decliners are available exclusively through an online contest on TheDecliner.com seeking the most creative cancellation excuses from entrants.    

The Decliner was developed by Minneapolis creative agency Colle McVoy.   

“Our ‘Long Live the Lazy’ platform reflects the reality that everyone occasionally needs the time and space to power down, kick up their feet, and make comfort their top priority,” said Christy Hoskins, Vice President, Chief Marketing Officer, La-Z-Boy. “As La-Z-Boy continues to evolve, we are doubling down on designing the most comfortable furniture available so people can make the most of the lazy moments they rightfully deserve.”  

Hoskins adds that La-Z-Boy is focused on reaching a broader set of customers “by showing we understand the role our transformational comfort plays in their day-to-day lives.” And the brand will show up in new places including sports networks, streaming music and mobile gaming, “all of which perfectly complement moments of laziness.”