Furniture Today
MONROE, Mich. — La-Z-Boy’s new ads embrace what the company says is the key attribute of its products through the tag line, “Comfort. It’s what we do.”

Television ads in the new marketing campaign started last week, and online and print ads will be added in the coming weeks.


“The concept of comfort is more relevant today than ever, and for 80 years La-Z-Boy has embodied comfort for consumers,” said Doug Collier, La-Z-Boy’s chief marketing officer. “The new campaign reminds consumers about the company’s brand heritage while making La-Z-Boy comfort relevant for the over-connected, hectic world we live in today.”

The new ads take a humorous approach to furniture buying, with a nod to how busy and confusing life can be these days.

“The people-driven ‘Comfort’ campaign is very unique in the price-focused sea of sameness that defines this industry’s advertising,” said Collier. “Consumers view La-Z-Boy as an approachable, informal brand, and the personal, funny tone of these ads perfectly reflects that attitude.”

Ads are set in the La-Z-Boy Furniture Galleries store environment, positioning the store network as a comfortable retail destination for customers.

The first “Comfort” spot aired during ESPN’s “Monday Night Football” on Sept. 10, and more spots will follow during ABC’s season premiere weeks. The campaign also includes custom integration with “Extreme Makeover: Home Edition,” exposure during ESPN and ABC college football games, and a national cable schedule of more than 20 networks, including A&E, Bravo, CNN, HGTV, Lifetime, TBS and USA. 

Print ads will begin in November issues of 15 national magazines, and interactive online ads will debut on Sept. 17.

Regional spots for La-Z-Boy Furniture Galleries dealers will complement the national campaign while promoting sales events and high-impact periods.

The “Comfort. It’s what we do.” is the company’s first campaign with RPA, the big West Coast ad agency that La-Z-Boy named as its agency of record after conducting a search this spring.

“The campaign demonstrates that RPA truly understands our brand, our product and, most importantly, our consumer.” said Collier.