On Sunday, August 10, National Lazy Day, La-Z-Boy fully embraced the art of doing nothing. With its new Taking back Sundays campaign, the iconic recliner brand positioned Sundays as the ultimate day for rest and recharge—exactly as they were meant to be.
Created by agency of record RPA in partnership with production company Radical Media, the campaign features two spots, When Sundays Were Sundays and Zero To Lazy. Both invite viewers to slow down with lazy mornings, cozy naps, and uninterrupted relaxation—pushing aside the “Sunday scaries” that have turned weekends into checklists of chores, errands, and meal prep.
The response was immediate: in just five days, the campaign delivered over 46 million impressions, more than 400,000 clicks to LZB.com, and nearly doubled website engagement (1.84x). The launch spanned multiple platforms, including a live commercial on ESPN, pause ads on Netflix, Prime, and Paramount, and even vouchers on Uber and Uber Eats to encourage people to stay reclined while ordering takeout, streaming, gaming, or scrolling.
Following the brand’s 2023 Long Live the Lazy initiative, this year’s effort took advantage of National Lazy Day falling on a Sunday to further claim the day as its own—a time for no plans, just you and your La-Z-Boy recliner.
