Leading UK sofa, beds and furniture brand Loaf have launched a major new advertising campaign, positioning loafing as a desirable pursuit, and encouraging people to really take their loafing seriously. The campaign, created by independent creative agency isobel, features the line:  LOAF LIKE YOU MEAN IT.

The new work from Loaf includes a series of TV ads, featuring a ‘loaf off’ between two competitive loafers, accompanied by sporting style commentators, bringing the loafing lack of action to life.  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.

This is isobel’s first campaign for Loaf, following a competitive pitch earlier in the year.

Ben Stump, Creative Director at isobel states:  “Loaf understand 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.”

The integrated campaign goes live on 15th August, and includes TV, Cinema, VOD, OOH, digital and social media.

To find out more, visit isobel.