Kristen Bell Gets Comfortable as New Spokesperson for La-Z-Boy – Adweek


Kristen Bell has come full circle with the La-Z-Boy brand. In 2017, she posted a photo of her husband, Dax Shepard, lounging in his beloved La-Z-Boy recliner smack dab in the middle of their living room. In 2019, she’s now the brand’s spokesperson under its “Live Life Comfortably” umbrella. Perhaps a future campaign will update viewers on what happened to Shepard’s recliner?

The brand’s “Live Life Comfortably” campaign originally launched in 2011 and the addition of Bell looks to educate consumers that La-Z-Boy offers more than just recliners; the brand manufactures and sells all types of furniture and accessories in varying styles and price ranges.

“After the great La-Z-Boy debate of 2017 that went down in my house, I became interested in the brand and was surprised to learn they offer so much more than recliners,” said Bell.

15- and 30-second spots kick off the campaign, with the effervescent Bell introducing herself as the latest La-Z-Boy spokesperson and wondering out loud if the brand makes other items besides recliners.

Her questions are answered by a female voiceover who confirms that La-Z-Boy made the sofa, chairs and ottoman Bell is raving about. Said voiceover also throws Bell some shade, telling viewers that she already told Bell all this info … three times.

The spot ends with Bell saying she’ll bring a lot to the table and her inner lightbulb turns on as she shouts, “TABLES.” Additional spots launch in August and November.

The ads were produced by an all-female creative and production team and directed by Lena Beug who has worked with brands including eBay, McDonald’s, Walgreens and Harper’s Bazaar.

“The introduction of Kristen Bell will take the campaign to new heights by drawing in a diverse base of consumers,” said Kurt Darrow, La-Z-Boy chairman, CEO and president. “We are pleased to welcome Kristen to the La-Z-Boy family and believe that she can continue to help us engage, entertain and educate consumers about the range of products and services we offer.”

And as for a Dax Shepard sighting?

“Right now, La-Z-Boy is focused on launching the new partnership with Kristen,” said Eli Winkler, vice president of Marketing at La-Z-Boy. “In the meantime, La-Z-Boy is providing furniture for [Shepard’s] upcoming Armchair Expert Live! tour stops.





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