La-Z-Boy national ads to feature actress, model Brooke Shields
Campaign will debut on TV, in magazines in December
Larry Thomas -- Furniture Today, October 15, 2010
MONROE, Mich. — La-Z-Boy is set to unveil a brand-building national advertising campaign featuring actress and model Brooke Shields.
The campaign, which will debut in December, will include spots on more than 20 cable television networks as well as insertions in several national magazines.
La-Z-Boy said the campaign is aimed building awareness of the company's wide range of products beyond its well-known recliners. It is targeting female consumers and focuses on the comfort and styling of the product line.
"Brooke is a remarkably accomplished actress who has seamlessly balanced her career with her role as a loving wife and mother," said Doug Collier, chief marketing officer at La-Z-Boy. "Her family focus, as well as her warm and genuine nature, makes her the perfect embodiment of La-Z-Boy comfort."
The company said the commercials will "feature the real, relaxed side" of Shields as she conveys the comfort and style message.
"In addition to her welcoming personality, Brooke has a strong sense of style and taste that give her the credibility to convey to our female customers that La-Z-Boy's wide range of attractive furniture can fit modern family lives," Collier said.
The 45-year-old Shields currently is starring in the musical "Leap of Faith," which is in the midst of a six-week run in Los Angeles. Although she has appeared in dozens of movies, television shows and magazine covers since she was a child, she is perhaps best remembered for her starring role in the 1980 film "Blue Lagoon." That same year, she appeared in several controversial TV commercials and print ads for Calvin Klein jeans.
Since 2001, she has been married to TV producer and writer Chris Henchy. They have two daughters.
In a La-Z-Boy press release, Shields was quoted as saying she grew up with La-Z-Boy furniture in the house and was familiar with the quality, durability and comfort of the product.
"What surprised me about La-Z-Boy was the wide variety of sofas, sectionals and other furniture they offer in addition to the iconic recliners," she said in the release. "I'm excited to help La-Z-Boy spread the word that you don't have to sacrifice comfort or break the bank to create a fabulous looking room."
The campaign was developed by Los Angeles-based Rubin Postaer and Associates. The national TV ads will include spots on A&E, Bravo, CNN, ESPN, HGTV, Lifetime, TBS and USA.