RElax and Enjoy

When is a chair like a supermodel? Or a chiropractor? When it’s a Stressless recliner by Ekornes, according to Mason & Madison.

The New Haven, Conn., agency is launching a national campaign in November to promote Ekornes’ Stressless chairs and sofas. In a series of print ads, each shows a chair or sofa, with headlines that read: “Half chiropractor. Half supermodel,” “It’s like surround sound for your spine,” and “You’ll find yourself renting longer movies.”

The campaign also consists of direct mail, brochures and point-of-purchase displays.

Ads are running in publications such as Men’s Journal, Home Theater and Prevention, as well as regional publications such as The Boston Globe Magazine and the Chicago Tribune Magazine.

Ekornes, the largest furniture manufacturer in Norway, began working with Mason & Madison in July.