New La-Z-Boy Print Ads Define "The New Look Of Comfort"

Furniture World Magazine

La-Z-Boy is putting style front and center in its new print ad campaign. Entitled "The New Look of Comfort," the campaign combines well-known La-Z-Boy comfort with the tailored, smart styling of its sofas and chairs. The new ads will debut in December issues of shelter publications that will hit newsstands in November. The eight-ad series is a departure from previous La-Z-Boy advertising. The campaign showcases the company's sofas and chairs by taking them out of lifestyle scenarios and featuring them in bright, modern compositions with humorous, clever headlines. The La-Z-Boy logo was redesigned to complement the contemporary look of the ads and will be used for this campaign only. "Our objective with this campaign is to get consumers to think about and view La-Z-Boy in a different way," said Kevin R. Wixted, director of marketing for La-Z-Boy. "The ads promote absolute style and present us in a whole new way." Each ad features a single product – a recliner, sofa or chair. The photography is contemporary and the headlines are catchy and humorous. The new "Panache" sofa, to be introduced at the October 2000 International Home Furnishings Market in High Point, is featured. Depicted in a vivid plum chenille accented by wine-colored pillows, the headline advises, "We recommend a wallet-sized photo for those times when you absolutely have to leave the house." "Style is the message and the product is the hero," said Wixted, summarizing the campaign. "These print ads, and this advertising approach, are not what consumers would expect from La-Z-Boy. We expect to get a lot of consumer attention from this campaign." Full-page insertions will run in Elle Décor, In-Style, House & Garden, Metropolitan Home, Martha Stewart Livng, Traditional Home, House Beautiful, Better Homes & Gardens, Country Home, American HomeStyle & Garden and Home.