Proud to Support Your Lazy Time

One year to the day since launching Long Live the Lazy™, RPA and La-Z-Boy are keeping the don’t-movement moving. After a successful launch last year, La-Z-Boy wanted to continue building equity in #NationalLazyDay and make it a holiday where we all celebrate the day by doing nothing but relaxing on the most comfortable furniture ever made.

The campaign explores all the hard work people have done to earn their lazy time and why we’re proud to “support” them with our “supportive” cushioning. The campaign launched on National Lazy Day, but will continue to air throughout the year to ensure everyone makes time for rest, comfort and relaxation.

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Throughout the campaign, we continued to champion comfort. Not only in our messaging, but also in where we showed up. We integrated ourselves into the channels people use during their lazy time.

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But this year, our strategy evolved from broad-reaching placements to focusing on select, high-performing partnerships and targeted takeovers, specifically designed for our key audience.

So, whether they’re bopping to their favorite playlist or podcast, watching their favorite movies, scrolling for exciting sports updates, or tackling the New York Times' Wordle puzzles—we’ve ensured that making time for lazy time stays top of mind.

Key takeovers this year include ESPN, YouTube, Meta, Wordle, and iHeart’s Health and Relationship podcasts. We’ve even 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.

Our platform efforts this year are also expanding by amplifying brand presence around key promotional periods and intensifying our focus on more qualified Confidently Comfortable targeting across both high-level awareness channels and throughout the consumer journey. By balancing a qualified audience with actionable brand moments, our call to inaction will continue to resonate in the right places, delivering empowering relaxation messages that bring comfort directly to their door.

After all the work that went into the launch of the campaign, we’ll definitely be taking time to relax and recharge in our La-Z-Boy® Recliners.

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