ADVERTISING TAGLINE
“Play Like a Demon. Rest Like a King.”
Print Placement:
Back cover of Game Informer and a premium full-page in WIRED.
OOH Placement:
Large-format digital billboards on Sunset Boulevard near major esports venues such as Crypto.com Arena and near events like Summer Gaming Fest by Youtube and Wondercon .Transit ads on city buses and metro stations in LA and San Francisco.
These placements are right in the intersection of gaming culture, tech enthusiasm and high-footfall urban environments. Game Informer ensures credibility among core gamers, while WIRED expands reach to design and tech-conscious consumers. OOH placements in entertainment corridors capture attention during leisure time, where audiences are most receptive to gaming-related messaging. Transit placements in Tech heavy areas are key to attracting the right crowd.
Strategy Note
“Play Like a Demon. Rest Like a King.” is a powerful wordplay that signifies high performance coupled with comfort. The terms “Demon” and “King” directly references Faker’s nickname “Unkillable Demon King,” anchoring the campaign in esports culture and giving it immediate authenticity among competitive players. “Rest like a King” reinforces La-Z-Boy’s heritage of comfort and signals luxury. This contrast appeals to Gen Z and young adult gamers who value performance, while also resonating with older Millenials who prioritize comfort. The structure is simple, rhythmic and memorable, making it effective for quick-consumption formats like billboards. Ultimately, the tagline positions the chair not just as furniture, but as an essential part of the gaming lifecycle.
“Outplay. Outlast. Out-Relax.”
Print Placement:
Full-page ad in ESPN The Magazine (special gaming/esports features).
OOH Placement:
Digital screens inside esports arenas, TwitchCon-style convention spaces, and interactive billboards near college campuses. Additionally, LED placements in gaming cafes.
This tagline leans into competitive gaming language, making esports-centric environments the most effective placements. Arena and convention placements hit audiences in moments of peak engagement. College campuses and gaming cafés target heavy users who are actively investing in gaming setups. Men’s Health broadens appeal by tying gaming to posture, recovery and physical well-being.
Strategy Note
“Outplay. Outlast. Out-Relax.” builds on familiar competitive gaming terminology, where “outplay” and “outlast” signal skill and endurance. The twist, “Out-Relax”, introduces a disruptive idea that recovery and comfort are not passive, but a competitive advantage. This reframing aligns directly with the campaign goal of entering the gaming chair market with a differentiated proposition. Instead of focusing solely on performance specs, La-Z-Boy positions comfort as a strategic edge. The repetition of “Out-” creates a punchy, chant-like rhythm that works effectively. It resonates strongly with Gen Z gamers while also appealing to older users who understand the importance of long-term comfort during extended gaming or work sessions.
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