La-Z-Boy's "Decliner" auto-generates excuses for when you just can't

This is a great little stunt incorporating a mixture of product innovation, AI, IOT and lots of fun. It even coins a great new acronym - JOMO - the joy of missing out.

Few brands have a pejorative right in their name, but La-Z-Boy is one of them—with the stigma around laziness only becoming more pointed in our hyper-productive society.

But a new national La-Z-Boy campaign, themed “We the Lazy,” leans into laziness, quite literally, with a national 30-second spot declaring your right to kick your feet up—as well as a gag recliner that extends the idea by auto-generating excuses for staying home.

The recliner, developed by agency Colle McVoy, is called The Decliner. It encourages JOMO (the joy of missing out) by connecting with your phone to generate a cancelation excuse via text message when you’d rather avoid social obligations by staying in and being lazy.

Full story at AdAge Creativity.