• by Sarah Mahoney  @mahoney_sarah, August 11, 2023

La-Z-Boy wants to remind people there’s nothing wrong with putting their feet up. It’s introducing a new “Long Live the Lazy” ad campaign. And with a neat trick of artificial intelligence, it’s even programming some recliners to be “decliners,” generating cheerful texts to explain why you won’t be going out this evening.

The company, based in Monroe, Michigan, says it’s all part of an effort to reclaim the word “lazy,” empowering fans to enjoy well-deserved feet-up moments of relaxation.

The national ad campaign, created by RPA in Santa Monica, California, is running on broadcast, digital, streaming services, social media and mobile gaming and marks a shift in focus and tone for the 96-year-old brand. It encourages people to embrace the lazy: letting the dishes soak overnight, mowing the lawn tomorrow-ish, and proudly declaring to Netflix, 'Yes, we are still watching.’

“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,” says Christy Hoskins, vice president and chief marketing officer, in the announcement.

A company spokesperson says the new ads replace those starring actor Kristen Bell, who has appeared in its marketing for the last four years.

The company says the campaign offers the first look at its modernized brand identity, including new branding elements.

It’s also introducing the limited-edition Decliners, an A.I.-powered recliner prototype developed by Colle McVoy.

The owner can generate a cancellation excuse via SMS text by pulling the recliner’s handle. La-Z-Boy has manufactured three of them, and consumers can win one by entering their most creative cancellation excuses ever, using #LongLiveTheLazy on its social-media channels.

The spokesperson says the company has also shifted and broadened its media strategy, which previously focused on women between 35 and 64 years old. For the first time, it’s moving onto sports networks and sponsoring ad-free listening on Pandora. Mobile gaming includes Candy Crush and Words With Friends.

The kickoff included a custom sponsorship on the “Today Show” and plans call for takeovers on Max and Hulu, video placements across Pinterest and Meta and an expanded social presence on TikTok and Pinterest.

Additionally, La-Z-Boy is working with Apartment Therapy and Yahoo for editorial story-telling.