RPA, Brooke Shields Launch Urban Attitudes for La-Z-Boy

By Erik Oster 

RPA is launching La-Z-Boy’s new Urban Attitudes collection, which is “geared toward a more urban demographic made to fit in those smaller, city apartments, without compromising style or breaking your wallet” with an integrated campaign starring spokeswoman Brooke Shields.

Part of the larger “Live Life Comfortably” brand campaign, the Urban Attitudes launch is centered around two broadcast spots: “Photo Shoot” and “Movie Set.” The prior rolled out on Monday, featuring Shields in a fancy dress lounging on the new Urban Attitudes couch as over-the-top glamorous elements are gradually stripped away from the set. Obviously, (perhaps too obviously) this demonstrates the new collection’s attainability and reasonable price while implying that it is still sophisticated. The two 30-second broadcast spots will run on network cable, including A&E, Bravo, Food Network, Hallmark, HGTV, OWN and TNT, while the campaign also includes print ads running in Martha Stewart Living, Real Simple, Traditional Home and other publications.


“Urban Attitudes is our most significant collection launch in 10 years, and it makes a bold statement for our brand. RPA’s campaign showcases the collection’s eclectic mix that fits the tastes of consumers with a penchant for style, while being surprisingly affordable,” said Doug Collier, chief marketing officer at La-Z-Boy.

“We created a twist on the overall ‘Live Life Comfortably’ campaign by reinforcing the message that modern sophistication and style doesn’t have to mean pricey, unlike other high-end, designer furniture,” said RPA chief creative officer and EVP Joe Baratelli. “Brooke continues to deliver that down-to-earth, relatable persona while amplifying her role as a star to convey the elegance of the new collection.” Credits after the jump.


Agency: RPA
EVP/CCO: Joe Baratelli
SVP/GCD: Pat Mendelson
CD/CW: Alicia Dotter
ACD/AD: Jeni Stewart
Sr. AD: Josh Gilman
CW: Chris Bradford
SVP/Chief Production Officer: Gary Paticoff
VP/Executive Producer: Selena Pizarro
Agency Assistant Producer: Grace Wang

Production: RadicalMedia
Director: Dave Meyers
President: Frank Scherma
DP: Peter Deming
Executive Producer: Jim Bouvet
Line Producer: Jeanine Brand
Production Supervisor: Steven Kostyo
Production Designer: Joe Cooney

CGI/Editorial/Title: Framestore
Editor: Chris Davis
Flame Supervisor: Alex Thomas
CG Supervisor: Chris Eckardt
Colorist: Simon Bourne
Flame Lead: Trent Shumway
Flame: Jodi Tyne
Shoot Supervisor: Raul Ortego
After FX (UA End Tag): Michael Tavarez
Sr. Executive Producer: James Razzall
Post Producer: Mary Nockles

Audio Post Company: Lime
Mixer: Rohan Young
Assistant: Jeff Malen
Executive Producer: Jessica Locke
Music Company: Travis & Maude