A new campaign for La-Z-Boy launched Monday during Monday Night Football by RPA, Santa Monica.

The campaign appeals to "Comfort-Seekers"—those who seek motion in their furniture. These consumers enjoy life, are relaxed, reject pretension, don’t live to work, are down-to-earth, uncomplicated, and value home as refuge from a hectic world.

Spots present comfort as a solution to our modern, over-connected world, and La-Z-Boy Furniture Galleries as a place to get that comfort. "This campaign takes a humorous approach to furniture buying, with a nod to how hectic and confusing life seems to be these days. By doing so, we connect emotionally with our target, and La-Z-Boy Furniture Galleries stands out from the sea of sameness that defines this category's advertising," said David Smith, SVP, Creative Director at RPA.

All four spots will begin airing next week and print will break in November in 15 publications that support the comfort positioning and have broad appeal. Online advertising begins Sept. 17 on online directories and content Web sites. Search marketing is composed of behavioral, content and keyword targeting.