Sofa brand’s debut campaign champions the laziest loafers
UK sofa, bed and furniture brand Loaf is encouraging people to take their loafing seriously in its first major ad campaign.
The campaign, created by independent creative agency Isobel, features the World Loafing Championship where there is a ‘loaf off’ between two competitive couch potatoes. The commentators narrate how one is lazier than the other and praise them for their lack of effort. The film concludes with the tagline: ‘Loaf like you mean it.’
Charlie Marshall, founder and chief executive officer of Loaf, said: “We’re really excited by this new campaign. We’re all about embracing the slower side of life, and in ‘loaf like you mean it,’ we feel we’ve taken our ambition to celebrate slower living to a whole new level.”
Ben Stump, creative director at Isobel, added: “Loaf understands the importance of downtime and the human need to loaf. That’s why they make the squishiest, squashiest sofas so that you can ‘loaf’ at an almost Olympic level.”
Credits
Founder and chief executive officer: Charlie Marshall
Head of creative: Meg Mackintosh
Head of marketing: Caroline Stone
Photographic art director: Shirin Arbee
Brand and propositions manager: Lauren Friend
Isobel
Executive creative director: Rob Fletcher
Creative director: Ben Stump
Creative director: Simon Findlater
Producer: Christine Harding
Senior account director: Gemma Blake
Account manager: Fran Houlding
Managing partner: Jamie Williams
Executive planning director: Steve Hastings
Media agency: Goodstuff
Production company: Isobel Productions + CRXSS
Director: Rob Fletcher and Ben Stump
Producer: Christine Harding and Gemma Blake
Producer: John Cross
Photographer: Kelvin Murray
Editor and post-production: Isobel Productions
Chan Spencer
Sound studio: Jungle
Sound engineer: Stuart Allen-Hynde