Friday, September 30, 2022

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    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.”


    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


    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

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