La-Z-Boy. Who DOESN'T know the La-Z-Boy brand? Well, apparently everyone outside of Michigan. For a brand that had been around for so long, they had found themselves sitting quite comfortably in the back of everyone's minds as the chair their grandfather used to fall asleep in. Before dinner. Granted, it wasn't going to be an easy task. The name alone breeds memories of naps in front of the television. What better way to dispel old perspectives than humor. Striking. Odd. Unfamiliar. Uncomfortable, even. Well, that's a great idea... let's show people searching for comfort, finding themselves in the gallery (as requested by the client), and finding, at last, the comfort they've been searching for, all along.
CD – Pat Mendelson / AD – Nathan Crow / CW – Eric Helin