La-Z-Boy Inc. unveiled its new marketing campaign starring actress Brooke Shields and featuring a new tagline, â€œLive Life Comfortably?”

The new promotional effort aims to inform consumers that La-Z-Boy offers more than just its synonomous recliners.

“We have extremely high awareness for our reclining furniture, but we often hear about customers who walk into La-Z-Boy retailers and say ‘Wow – I had no idea La-Z-Boy made all of this,’” said Doug Collier, chief marketing officer for La-Z-Boy. “The new ‘Live Life Comfortably’ campaign is about bringing that ‘wow’ factor to life and demonstrating the wide array of great looking furniture we offer, and how it brings comfort into our customers’ lives.”

The “Live Life Comfortably” campaign will feature five 30-second television spots, all starring Shields, which will be rolled out over the next several months. In one television spot, Shields talks about how the La-Z-Boy favorite “dad’s chair” has morphed into a room of favorite furniture. The commercials will air across North America on more than 20 networks, including A&E, Bravo, CNN, ESPN, HGTV, Lifetime, TBS and USA, as well as on local market network and cable TV stations.

In addition, a set of four national print ads feature Shields sitting in La-Z-Boy furniture in front of colorful, contemporary room groups, with quotes such as “you’ll be so surprised by everything La-Z-Boy makes, you may need to sit down. The print ads will begin to appear this month in Better Homes and Gardens, House Beautiful, Martha Stewart Living and other publications.

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La-Z-Boy's Live Comfortably campaign.

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