Brooke Shields : Campaign Spotlight: La-Z-Boy, Meet Brooke Shields

La-Z-Boy has signed a multi-year agreement with Brooke Shields to serve as the celebrity spokeswoman for the campaign, which carries the theme “Live life comfortably.” The campaign, which got under way in mid-November, urges shoppers at stores that sell La-Z-Boy products — as well as at the company’s own stores, known as La-Z-Boy Furniture Galleries — to consider the other kinds of furniture that La-Z-Boy makes in addition to its trademark recliners.

 

The campaign is by RPA in Santa Monica, Calif., which has been the La-Z-Boy agency since 2007. Just as Florida’s citrus growers famously told fans of orange juice that “it’s not just for breakfast anymore,” La-Z-Boy and RPA are trying to tell furniture shoppers that La-Z-Boy is not just for recliners anymore.

The “Comfort is what we do” campaign was focused on “identifying frustrations in everyday life and how La-Z-Boy comfort can solve them,” says Doug Collier, chief marketing officer at La-Z-Boy in Monroe, Mich.