RPA Parodies Daytime Soaps for La-Z-Boy

By Erik Oster 

RPA launched a new integrated campaign for La-Z-Boy with a daytime soap opera parodying theme, “As the Room Turns.”

The campaign’s initial 30-second spot, entitled “Stavros,” stars Brooke Shields and American Idol alum Constantine Maroulis, as her returning lover whose face transplant was successful. When Shields informs him that the refurnished living room is all La-Z-Boy, he calls her a liar, but the pair soon reconcile. Directed by Fred Savage, the spot attempts to tap into a sense of nostalgia for when soaps ruled daytime television and reality shows were still far on the horizon, much like McCann’s “The Tiny & The Tasty” effort for French Toast Crunch. In that case, the goofy approach was in service of a brand resurrected from the time period, while La-Z-Boy’s connection to the theme (that people can’t believe how stylish La-Z-Boy furniture is) is a bit less concrete.

“Our goal was to capitalize on the idea of ‘I can’t believe it’s La-Z-Boy’ to further build interest in and loyalty for the brand,” explained Joe Baratelli, executive vice president, chief creative officer at RPA. ” ‘As the Room Turns’ mirrors this heightened sense of drama soap operas are known for and highlights the surprise that this furniture really is La-Z-Boy.”

“Stavros” will run on daytime broadcast and network cable, including Bravo, Food Network, A&E, Hallmark, HGTV, OWN and TNT. It will be supported by print, digital and social initiatives, with two 30-second follow-up spots entitled “Demitri” and “Noooo!” rolling out in the coming months.



Client: La-Z-Boy
Agency: RPA
EVP, Chief Creative Officer: Joe Baratelli
SVP, Group Creative Director: Pat Mendelson
VP, Creative Director: Alicia Dotter
Associate Creative Director/Copy: Joe Sgro
Associate Creative Director/Art: Stephen Chow
Associate Creative Director: Jeni Stewart
SVP, Chief Production Officer: Gary Paticoff
VP, Executive Producer: Carolyn Casey

VP, Director of Business Affairs: Maria Del Homme
Associate Director, Business Affairs: Jennifer Ross

EVP, Management Account Director: Tom Kirk
VP, Group Account Director: Eric Davis
Management Supervisor: Tina Eaton
Account Supervisor: Joey Hanson
Account Supervisor: Kim Caldwell

Production Company: UBER Content
Director: Fred Savage
DP: Peter Deming
Executive Producer/Owner: Phyllis Koenig
Executive Producer/Owner: Preston Lee
Line Producer: Bettina Schneider

Studio Location: East of Hollywood

Editorial: CUT + RUN
Editors: Graham Turner, Steve Gandolfi
Producer: Amburr Farls

Post Production: Brewster Parsons
Post Producer: Zack Whitley
VFX Supervisor/Lead Flame Artist: Andrew Eksner

Music Production
Library music: various sources

Sound Design: Lime Studios
Sound Designer: Dave Wagg
Executive Producer: Susie Boyajan

Audio Post: Lime Studios
Mixer: Dave Wagg
Assistant Mixer: Adam Primack
Executive Producer: Susie Boyajan