La-Z-Boy made a ‘Decliner’ that auto-generates excuses why you can’t go out

The limited product is part of a new campaign, ‘We the Lazy,’ that says you really do deserve that downtime

Published On
Aug 14, 2023
A woman sitting in the La-Z-Boy 'Decliner'

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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; 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.”


Aug 14, 2023
Client :
Agency :
Agency :
Colle McVoy
EVP Chief Creative Officer :
Joe Baratelli
VP Creative Director :
Ariel Shukert
ACD Copywriter :
Tim Morrison
Senior Art Director :
Ashleigh Friedman
EVP Chief Production Officer :
Gary Paticoff
SVP Director of Video Production :
Selena Pizarro
Senior Producer :
Whitney Young
VP Director of Art Production :
Jen Lamping
Art Producer :
Weena De Vera
VP Director of Business Affairs :
Maria Del'Homme
Business Affairs Manager :
Kristy Castro
SVP Executive Account Director :
Eric Davis
SVP Group Account Director :
Rebecca Mendelson
Account Supervisor :
Claire Bedecarre
SVP Group Strategic Planning Director :
Nargis Pirani
VP Strategic Planning Director :
Alyssa Moskowitz
Production Company :
Director :
Randy Krallman
Director of Photography :
Ken Seng
Executive Producer :
Allison Kunzman
Producer :
Ian Blain
Editorial :
Editor :
Teddy Gersten
Assistant Editor :
Mike Spagnoli
Managing Partner/President :
Michael Raimondi
EP :
Joe Ross
Producer :
Dani DuHadway
Producer :
Lilly Ghodoushim
Finishing :
Lead Flame Artist :
Evan Guidera
Flame Artist :
Maury Rosenfeld
Executive Producer :
Logan Aries
Color :
Royal Muster
Senior Colorist :
Roslyn Di Sisto
Executive Producer :
Thatcher Peterson
Producer :
Matthew Fulton
Sound Design & Final Mix :
Lime Studios
Sound Engineer :
Dave Wagg
Assistant Audio Engineer :
Matthew Conzelmann
Executive Producer :
Susie Boyajan
Music :
Music :
Aaron Paul Lowe
Music :
Nico Mansy
Music :
Michael Haziza
Music :
Collette Huemer
Music :
Asche and Spencer
Composer :
Richard Werbowenko
Director :
Marcus Taplin
Editorial :
Colle McVoy
Editorial :
Editorial :
Nice Shoes
Music & Sound Design :
Kim Tee
Fabricator :
Colle McVoy
Fabricator :

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