Ad Campaign
Long Live the La-Z
Client: La-Z-Boy
Scope: Integrated Brand Campign
Role: Art Direction & Design (with Co-Art Director & Copywriter)
Agency: Denver Ad School | Spec
A campaign that stopped pretending the outside world was worth leaving the house for and celebrated consumers’ choice to stay inside instead.
La-Z-Boy's brand had drifted into irrelevance, associated more with dad jokes than with genuine comfort culture. The brief called for a big idea that could reposition the brand with attitude. The insight was simple and a little absurd: outside is objectively worse than inside, and La-Z-Boy is the proof. Long Live the La-Z leaned fully into the anti-outside worldview, turning every reason someone might leave home into a reason to stay. The art direction used vintage collage, deadpan copy, and warm photography to make staying in feel like a lifestyle choice rather than a failure.
-
La-Z-Boy needed to shed its dated, middle-American image and find a voice that felt current without alienating its existing base. The brand had equity in comfort but no cultural edge.
-
We built a platform around radical domesticity: the idea that home isn't a retreat from life, it's the best part of it. The collage aesthetic gave the campaign a handmade, irreverent quality that distanced it from traditional furniture advertising while staying warm and accessible.
-
A fully integrated spec campaign spanning OOH, transit, broadcast partnership, product extensions, and digital. The campaign platform was strong enough that La-Z-Boy's actual marketing team released a real campaign called "Long Live the Lazy" within the same timeframe, arriving at nearly identical territory independently.
America’s La-Ziest Network
In a paid partnership with ABC, ‘The View’, ‘The Bachelor’, ‘American Idol’, and even the local news will broadcast from home for one episode. Just stay inside on your La-Z-Boy, and watch us while we all stay home on ours.
La-Z-Mobile to the Rescue!
Dorothy from The Wizard of Oz once said “there’s no place like home,” so when you’re outside for God knows what reason, our living room on wheels is here to save you. It’s outfitted with rows of La-Z-Boys for you to sit on while you enjoy the ride back to your home.
Just La-Z Things
When the world hates you and makes you go outside against your wishes, you can still bring the comfort of your La-Z-Boy with you. Our new La-Z scooter allows you to take the best part of your living room with you!
And sometimes you’ll lose ourselves and think, “I’m ready for the world,” but we’ll be here to remind you of what’s really important.
Tap to Order
La-Z-Boy brings you the laziest way to order food. Just push the button and our dear friends at Uber Eats will send you food according to your previous order history. No decisions required!
Lie Down and Lie
Need a reason to cancel plans and stay home? Don’t worry, we’ve got the perfect excuse for you with our excuse generator.