On Sunday, August 10, La-Z-Boy leaned all the way back—literally—for #NationalLazyDay. The brand’s new Taking Back Sundays campaign is a love letter to leisure, reminding people that the best way to spend a Sunday is doing absolutely nothing in the comfort of a La-Z-Boy recliner.
Created by agency of record RPA with production by RadicalMedia, the campaign features spots “When Sundays Were Sundays” and “Zero To Lazy.” Both celebrate slow mornings, comfy naps, and a blissfully chore-free afternoon—an antidote to the modern “Sunday Scaries” checklist of errands, laundry, and meal prep. Watch below:
The results speak for themselves. In just five days, the campaign racked up over 46 million impressions, 400,000 clicks to LZB.com, and nearly doubled website engagement (1.84x). Assets rolled out across digital, social, audio, and streaming platforms, with special pushes like a live ESPN commercial and pause ads on Netflix, Prime, and Paramount.
La-Z-Boy even partnered with Uber and Uber Eats to hand out vouchers, encouraging people to stay reclined and keep gaming, streaming, scrolling, or ordering takeout—all without leaving their chair.
This marks the latest move in the brand’s “Long Live the Lazy” platform launched in 2023. And with National Lazy Day falling on a Sunday this year, La-Z-Boy saw the perfect chance to stake a claim: Sundays are for recharging, not rushing—just you, your recliner, and no plans.
CREDITS:
BRAND: La-Z-Boy
- Chief Marketing Officer: Christy Hoskins
- Marketing Director: Jeffery Chapman
- Marketing Manager: Nelly Martinez Garza
- Marketing Manager: Nicolina Johnson
AGENCY: RPA
- Chief Creative Officer: Joe Baratelli
- Executive Creative Director: Ariel Shukert
- Associate Creative Director: Nicole Streeter
- Associate Creative Director: Tim Morrison
- Group Account Director: Rebecca Mendelson
- Account Director: Samantha Chabala
- Account Director: Claire Bedecarre
- Business Affairs Director: Nguyet Pham-Bui
- Business Affairs Manager: Nicole Smith
- Director of Integrated Production: Ryan Radley
- Head of Production: Selena Pizarro
- Integrated Producer: Michelle Foster
PRODUCTION COMPANY: Radical Media
REELated:
Snickers and Josh Allen tackle halftime hunger
