LA-Z-BOY

CAN A BRAND APOLOGIZE FOR ACCIDENTALLY CREATING A MONSTER?

MEET LA-Z-BOY

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.

THE CHALLENGE.

When you think about it, the world has only ever known the “dad chair.” And one of women’s least favorite things is lazy boys. Culture moved on! Lazy Boys didn’t.

THE TENSION.

A majority of male partners think they’re pulling their weight in the home. In reality, women worldwide have been prescribed this full-time, unpaid job.

  • Men are getting called out globally for pretending like they’re incapable of helping at home

  • 50% of women report damaged mental health, and 60% manage the household — even when they’re the breadwinner of the household

  • The lowest ever birth rate exists due to a lack of support systems at home and at work

THE INSIGHT.

Weaponized incompetence isn’t just a household issue, it’s a cultural crisis.

STRATEGY:  ENCOURAGE WOMEN TO RECLAIM REST AND TAKE OVER THE “DAD CHAIRS.”

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 women to camouflage into their recliners.

Team: Zofia Farley (AD), Kristina Murray (AD), Eliza Friel (CW)