Few brands have a pejorative right in their name, but La-Z-Boy is one of them—with the stigma around laziness only becoming more pointed in our hyper-productive society.

But a new national La-Z-Boy campaign, themed “We the Lazy,” leans into laziness, quite literally, with a national 30-second spot declaring your right to kick your feet up—as well as a gag recliner that extends the idea by auto-generating excuses for staying home.

The recliner, developed by agency Colle McVoy, is called The Decliner. It encourages JOMO (the joy of missing out) by connecting with your phone to generate a cancelation excuse via text message when you’d rather avoid social obligations by staying in and being lazy.

They’ve produced three Decliners, which they’ll give away to people who submit the three most creative cancelation excuses as part of an online contest. Entries can be submitted through Sept. 11 on TheDecliner.com; via Facebook, X (formerly Twitter), Instagram and TikTok by tagging @Lazboy and including the hashtags #LongLiveTheLazy and #contest; or by posting on La-Z-Boy’s own social media posts about the contest.

Meanwhile, the 30-second spot, created by agency RPA, is styled as a kind of laziness manifesto, with a group of diverse folks declaring their right not to do a whole hell of a lot now and then, as a way to destress from their otherwise busy lives.

The campaign will appear in broadcast, digital, streaming services, social media and mobile gaming, as La-Z-Boy—which has been making inroads with Gen Z of late—seeks to expand the kind of customers it’s reaching.

“Our ‘Long Live the Lazy’ platform reflects the reality that everyone occasionally needs the time and space to power down, kick up their feet, and make comfort their top priority,” said Christy Hoskins, chief marketing officer at La-Z-Boy. “As La-Z-Boy continues to evolve, we are doubling down on designing the most comfortable furniture available so people can make the most of the lazy moments they rightfully deserve.”

She added: “La-Z-Boy is focused on reaching a broader set of customers by showing we understand the role our transformational comfort plays in their day-to-day lives. As a result, the brand will show up in places it never has before, including sports networks, streaming music and mobile gaming, all of which perfectly complement moments of laziness.”