Loaf embraces the indoors
In a world that’s constantly urging us to get active, Loaf has taken a contrarian stance, touting the virtues of getting comfy.
Created by 10 Days London, Loaf’s ads are an ode to its comfort-seeking name.
‘For the Love of Comfort’ features Loaf’s signature sofas, paired with taglines like “Outside is overrated” and “My place or mine”: a visual a celebration of the joy found in doing absolutely nothing.
The campaign appears across Loaf’s retail shacks and a large-scale OOH presence in London. Loaf’s sofas, handmade in the UK, are positioned not just as products but as lifestyle statements.
Jolyon White, chief creative officer at 10 Days, explains the ethos behind the work: “Everyone is banging on about being more proactive and getting outside but no one is championing the joy of sinking into your comfortable sofa. The goal is when you think of Loaf – you think and feel comfort – which this does in buckets.”
Our take
The campaign’s simplicity is its strength here, using just great photography of plushy sofas and snappy copy.
In a market saturated with convoluted messaging, Loaf’s approach is refreshingly straightforward.
Sometimes, the best creative ideas don’t need a high concept, just a shot of the product: in this case a comfy seat and the right sell.
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