LA-Z-BOY
Can A BRAND APOLOGIZE FOR ACCIDENTALLY CREATING A MONSTER?
You know them. A hundred years ago, they invented the recliner. The beginning of the “dad chair.” Maybe even the beginning of the “lazy boy.” We helped them find relevance in a society where women have a hand in 100% of furniture decisions, but never have the chance to recline.
Meet la-z-boy.
THE challenge.
Culture moved on, Lazy Boys didn’t. And one of women’s least favorite things: lazy boys.
THE tension.
Women globally are prescribed an unpaid second job at home — and it’s creating a concerning landscape for humans.
50% of women report damaged mental health and 60% manage the household — even when they’re the breadwinner
Tripled amount of counties experiencing severe risk of maternal mental health disorders
Lowest ever birth rate due to a lack of support systems at home
And when you think about it, the world has only ever known the “dad chair.”
THE INSIGHT.
Weaponized incompetence isn’t just a household issue, it’s a cultural crisis.
Strategy: Expose the real reasons there’s a dad’s chair.
Idea: Be a La-z-Boy.
the campaign opens with a sincere, physical apology to women for creating a chair that’s so comfortable , men forgot how to stand back up.
come halloween, a TV spot reframes domestic imbalance as something truly terrifying.
the campaign continues into the holiday season , when peak stress and unequal domestic labor are hardest to ignore.
merch:
LA-Z-BOY CREATES MERCH ALLOWING PEOPLE TO CAMOUFLAGE INTO RECLINERS
Team: Zofia Farley (AD), Kristina Murray (AD), Eliza Friel (CW)