Inflation up; interest rates up; energy prices up; posties on strike; binmen on strike; barristers on strike; Post Office workers too; how’s your 2022 going?
As the shit hits the fan, UK sofa, beds and furniture brand Loaf is attempting to get the nation to de-stress with the launch of a new advertising campaign, positioning “loafing” as a desirable pursuit, and encouraging people to really take their loafing seriously.
The first work from creative agency Isobel, and carrying the line “Loaf like you mean it”, the activity includes a series of TV ads featuring a “loaf off” between two competitive loafers, accompanied by sporting style commentary, bringing the loafing lack of action to life.
There is not much to report about the ads, as nothing happens. Two further TV ads feature solo loafing heats.
The campaign also includes a range of static and digital OOH and press ads, showing people in their ultimate loafing positionings, celebrating the joy, and the art, of loafing. Media has been planned and bought by Goodstuff.
Loaf founder and CEO Charlie Marshall 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.”
Isobel creative director Ben Stump 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.”
So, what is the consensus around the Decision Marketing office?
Well, Public Health England and Liz “more graft needed” Truss might not be too chuffed about all this indolence, but let’s be fair, who doesn’t like a bit of loafing around? (Not that we get much of a chance here but, hey, we can dream.)
However, with inflation up; interest rates up; energy prices up; posties on strike; binmen on strike; barristers on strike; Post Office workers too, will any loafer – world champion or not – actually be able to afford a new sofa?
Decision Marketing Adometer: An “…and relax” 8 out of 10