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La-Z-Boy actually wants to [Video]

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Experiential Content Marketing Video Advertising

Recliner chair and furniture brand La-Z-Boy wants to #BanReclining on airplanes — and is rewarding five fans who agree with a free La-Z-Boy recliner and $500 airfare credit.

The Ban Reclining campaign, which launched this morning and runs until January, urges customers to sign a pledge promising to stop reclining their airplane seats for a chance to win prizes. Colle McVoy was the assisting agency on the project.

“This conversation reminds people that it’s much better to kick their feet up at home than get a few inches of recline on an airplane,” Christina Hoskins, VP and CMO of La-Z-Boy, told Campaign US. 

Ban Reclining’s 40-second video advertisement highlights disastrous repercussions for passengers sitting behind airplane seat recliners, including the spilling of cranberry juice, limited legroom and crushing of belongings. It’s accompanied with high-intensity opera music.

“When you juxtapose that claustrophobic feeling of people reclining into you with the ability to kick back …

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