La-Z-boy UK campaign by Carioca
January 4, 2018
Award winning photography studio Carioca were commissioned to shoot the first UK La-Z-Boy TVC and stills campaign as part of a push by the US giant into the UK market. Production was handled by the JSR team including the casting of the kitten called Captain Puffin! The campaign will be seen across broadcast, press and digital media for 1 year. The agency Bandstand confirmed:
US-based La-Z-Boy has been making quality leather and fabric sofas and chairs for almost 90 years. In fact, they make the world’s number one selling recliner. And now they’re putting marketing spend behind the brand for the first time, with our help. We’re going to drive awareness and interest in La-Z-Boy in the UK so that more people ask for the brand by name in the shops. Watch out for our through the line campaign later in the year
Featuring on 50 channels, a combination of mainstream, sports, movies and entertainment, the 30-second advert will air 68 times tomorrow alone, including in George Clarke’s Amazing Spaces, on Channel 4 at 8pm.
Running for 11 days, the advertising is part of an integrated campaign combining television, press and digital.
The campaign, entitled Connoisseurs of Comfort, features a selection of characters who each highlight different qualities of the La-Z-Boy Originals Collection. After investing in marketing research to identify key target consumer groups, the advertising campaign has been designed to increase brand awareness and realign customers’ perception of La-Z-Boy and its products.