La-Z-Boy - Big Deal/Anniversary - (2012) :30 (US)

Santa Monica, Calif., Aug. 22, 2012 - La-Z-Boy is joining forces once again with actress Brooke Shields to continue its national "Live Life Comfortably" campaign. The strategy of the campaign is to showcase La-Z-Boy's wide range of furniture beyond its legendary recliner. Since the campaign featuring Shields was launched in November 2010, La-Z-Boy has experienced seven quarters of year over year same store sales growth in their La-Z-Boy Furniture Galleries system. The campaign has been identified as one of the key factors in these results.

To commemorate La-Z-Boy's 85th anniversary, the campaign includes a TV commercial promoting a national sales event. "We're excited about this promotional spot and feel it's the perfect time to invite customers to come see our collection of customizable home furnishings, including sofas, sectionals, ottomans and more," said Doug Collier, Chief Marketing Officer and President International at La-Z-Boy. "The anniversary commercial celebrates our 85-year history by having a little fun with Brooke and poking some fun at ourselves, while showing our beautiful and unexpected home furnishings."

La-Z-Boy's agency of record, RPA, teamed with @radical.media Director Dave Meyers to create four TV commercials, a pair of online videos, four national print ads and other digital content.

The first TV commercial, which started airing in early August, "Big Deal/Anniversary Sale," opens on Shields in the midst of an elegantly decorated living room, calmly discussing La-Z-Boy'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." Just then, horns trumpet, balloons drop from the ceiling and a nine-foot tall flashing sign lit up with "85th Anniversary Sale" slides across the set. "Guys, I thought we weren't doing this?" Shields asks with a confused yet playful and cheeky tone.

"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."

"Shut Up" introduces an incredulous neighbor who yells "Shut up!" and punches Shields every time she learns that a new piece of furniture came from La-Z-Boy, inspiring the spooked spokeswoman to begin replying to her inquiries via text message from a safe location. Late 2012, the TV campaign continues with "Elephant," which demonstrates the advantages of previewing purchases with La-Z-Boy's online customization tool and stars a life-sized computer-generated elephant, and later "Neighbor" will air featuring a binocular-wielding snoop who cannot fathom the beautiful living room is all made by La-Z-Boy.

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.

Client: La-Z-Boy
Agency: RPA

"Big Deal/Anniversary" first air date: 07/31/12
"Shut Up" first air date: 08/21/12
"Elephant" first air date: 11/13/12
"Neighbor" first air date: 12/25/12

EVP, ECD: Joe Baratelli
SVP, GCD: Pat Mendelson
CD/Art: Jules Fox
CD/Copy: Alicia Dotter
Agency Executive Producer: Gary Paticoff
Agency Senior Producer: Selena Pizarro
Agency Assistant Producer: Whitney Young

Production Co: @radical.media
Director: Dave Meyers
DP: Joseph Yacoe
Executive Producer: Jim Bouvet/Frank Scherma
Line Producer: Scott Cunningham
Production Designer: Tyndall Arrasmith

Editorial Company: Spotwelders
Editor: Paul Sabater
Executive Producer: David Glean

Telecine Company: CO3
Telecine Artist: Stefan Sonnenfeld
Telecine Executive Producer: Rhubie Jovanov

Visual Effects Company: Baked FX
VFX Supervisor: George A. Loucas
VFX Producer: Jessie Mizrahi

Title Design: Bl:nd
Creative Directors: Erik Buth
Executive Producer: David Kleinman

Audio Post Company: Lime Studios
Audio Post Mixer: Lindsey Alvarez