La-Z-Boy - Long Live the Lazy™
La-Z-Boy was ready for a reinvention — not a facelift, a full-on identity shift. For years, the brand had tried to move beyond the recliner category with celebrity spokespeople and broader messaging. But eventually, they realized something: why run from the thing everyone already loves you for?
That shift became Long Live the Lazy™ — not just a new campaign, but a company-wide philosophy that reshaped the brand from the inside out.
At the heart of the idea was a simple truth: modern life demands more from us than ever before. We’re expected to always be productive, always social, always “on.” And the moment we slow down — collapse onto the couch after a 12-hour day or order takeout instead of cooking — we label ourselves lazy.
We thought maybe “lazy” deserved a rebrand.
So La-Z-Boy took a stand without ever standing up. Long Live the Lazy™ became a rallying cry for comfort, rest, and unapologetically taking a break. By leaning into the brand’s legacy of making some of the world’s comfiest furniture, we reclaimed the word “lazy” and transformed it from something shameful into something aspirational. A celebration of comfort. Of slowing down. Of sinking into the world’s comfiest chair and unapologetically doing absolutely nothing for a while.
The Long Live the Lazy™ platform extended far beyond brand storytelling and into lower-funnel promotional TV as well. Even the more sales-driven work kept the same playful attitude and comfort-first voice, turning traditional retail messaging into something that still felt unmistakably La-Z-Boy.
Results:
+28%
Intent to purchase
+42%
The Drum Awards 2024 - Advertising: Integrated Campaigns, Nominated (La-Z-Boy “Long Live the Lazy”)
Effies 2025 - Home Furnishings & Appliances, Finalist (La-Z-Boy “Long Live the Lazy”)
4As Jay Chiat Awards - National Strategy, Shortlist (La-Z-Boy “Long Live the Lazy”)
International Drum Awards - Short Listed
The D Show 2024 - Audio Marketing, Radio Campaign, Black (La-Z-Boy “Long Live the Lazy”)
Communication Arts - Digital Advertising, Winner (La-Z-Boy “We the Lazy”)
Communication Arts - Digital Advertising, Shortlist (La-Z-Boy “Long Live the Lazy”)
Communication Arts - Television Commercial, Shortlist (La-Z-Boy “Long Live the Lazy”)
Communication Arts - Integrated Campaign, Shortlist (La-Z-Boy “Long Live the Lazy”)
We took the idea far beyond traditional advertising and found new ways to make “lazy” part of culture, conversation, and everyday life. Importantly, we chose media environments where people were already embracing their lazy time—from streaming TV and mobile games to music, social, and at-home entertainment—so the platform could show up naturally in the moments when people were kicking back.
Alongside our core TV, display, and social campaigns, we created custom partnerships across Hulu, HBO, Amazon Fire, Words With Friends, and Candy Crush. On Pandora, we took over a relaxing music station with custom spots and rewarded viewers with an hour of commercial-free music. We filled the Today Show plaza with La-Z-Boy recliners, partnered with Good Morning America and Apartment Therapy, and even created custom La-Z-Boy GIFs for those moments when you’d rather stay in than make plans.
Sales Attributable to Digital Media
+25%
Site Traffic +42%
ThinkLA Awards – Best Short Form Video, Winner (La-Z-Boy “We the Lazy”)
ThinkLA Awards – Best Audio Campaign, Finalist (La-Z-Boy “Long Live the Lazy”)
ThinkLA Awards – ThinkLA Innovator, Finalist (La-Z-Boy “Long Live the Lazy”)
ThinkLA Awards - Campaign of the Year - For Agencies, Finalist (La-Z-Boy “Long Live the Lazy”)
The Drum Awards – Rebrand or Relaunch, Gold (La-Z-Boy “Long Live the Lazy”)
The Webbys - Advertising, Media & PR - Brand Strategy, Honoree (La-Z-Boy “Long Live the Lazy”)
The Addys - Integrated Consumer Campaign, Silver (La-Z-Boy “Long Live the Lazy”)
The Addys - TV Advertising Campaign, Silver (La-Z-Boy “Long Live the Lazy”)
Proud Supporter of Your Lazy Time
One year after launching Long Live the Lazy, we kept the don’t-movement going. Following a successful launch, we set out to continue building equity in #NationalLazyDay, turning it into a holiday dedicated to doing absolutely nothing — except relaxing in the most comfortable furniture ever made.
The campaign celebrates all the hard work people put in to earn their lazy time, and why we’re proud to “support” them with our famously supportive cushioning.
We added an element of surprise and delight with a highly customized Amazon sponsorship across Fire TV, Amazon Music, and Alexa, where users can interact with our ads to not only discover their next must-watch movie but also earn a $5 Prime Video credit.
Taking Back Sundays
Sundays used to be relaxing: a day for rest, slow mornings, second cups of coffee, and naps that made the previous week disappear.
Now, it’s a race to meal prep, answer work emails, and do anything but rest.
Sunday was always intended to be spent reclined, so we set out to make it a day for the La-Z-Boy® Recliner once again. But how? It just so happened that August 10th, 2025 - National Lazy Day - fell on a Sunday this year, making it the Sunday-iest of all Sundays and the perfect day to kick off a year of truly relaxing Sundays.
Starting on National Lazy Day, we launched a Sunday-focused media push encouraging people to reclaim the day of rest from errands, chores, and work — and embrace comfort instead.
The campaign spanned linear TV, streaming, digital, programmatic, and social, combining high-impact sponsorships and targeted placements to help people take back their Sundays with La-Z-Boy.
Zero to Lazy
Zero to Lazy shifted La-Z-Boy's brand platform to a product-first story, putting its iconic recliner center stage. Built around the universal end-of-day ritual of kicking back, the campaign celebrated the unmatched comfort that turns long days into well-earned moments of lazy.