La-Z-Boy Unveils All-Call for Pledges to Ban Reclining on Aeroplanes

In a new campaign launching today, La-Z-Boy is taking an unexpected stance on a rather polarising topic: reclining on aeroplanes.

In recent years, dozens of viral clips featuring in-flight incidents sparked by passengers reclining have flooded social platforms, online media, and broadcast airwaves. While most would assume the purveyors of the classic, plush American reclining armchair to be all for a little mid-air indulgence, the brand is actually siding with the people in “#BanReclining” its latest collaboration with Colle McVoy and its boutique PR agency, Exponent.

“La-Z-Boy has spent nearly 100 years innovating and crafting the most comfortable, high-quality recliners. While this continues to set our products apart, we believe comfort shouldn’t come at others’ expense,” said Nelly Martinez Garza, senior director of consumer marketing, La-Z-Boy. “Our #BanReclining campaign is simple: Just because you can recline doesn’t mean you always should.”

Exponent SVP Dave Fransen added,  “The magic of the idea was in the juxtaposition of the extreme comfort of a La-Z-Boy recliner versus the extreme discomfort you can experience on a flight. By working with the brand to take a stand against in-flight reclining, we could tell the world there’s no comfort greater than reclining in your La-Z-Boy recliner in your home. So let’s all save it for those moments.”

The work stems from an interesting insight: according to a survey recently conducted by The Harris Poll on behalf of La-Z-Boy, 41% of American adults would support a ban on passengers reclining their seats on domestic flights. And when you’re a brand that has built its expertise on the association of reclining with leisure and comfort, that number matters. In fact, it matters so much that La-Z-Boy is giving away prize packages to five lucky people who sign the pledge at BanReclining.com, including a free La-Z-Boy recliner and a $500 airfare credit.

“We all know reclining is awesome. It’s such a joyous experience that we willingly ignore the existence of our fellow man sitting behind us, just so we can steal a precious few inches from their limited legroom for ourselves. And when you get reclined on, there’s no recourse. You’re entirely at the mercy of the dolt in front of you,” said Pete Marquis, director and founder of Good Behavior. “But La-Z-Boy is in perfect position to broker a deal here. With their chairs, you can comfortably recline at home without making anyone else suffer. So, just do that.”

A series of social vignettes and influencer collaborations are set to boost the pledge call for friendlier in-sky seat etiquette. Paid media activations will take place in Time Square and throughout concourses at three major travel hubs: Ronald Regan, Washington National Airport, Detroit Metropolitan Airport and the Minneapolis-St. Paul International Airport (in-terminal Wi-Fi pre-roll and digital signage).