In 1980, 14-year old Brooke Shields appeared in controversial print and TV ads for Calvin Klein jeans. The TV ad included her saying the famous tagline, "You want to know what comes between me and my Calvins? Nothing," and helped catapult Calvin Klein to great success.
Now, at age 45, Shields appears to still look fit in her jeans, but is now trying to use her allure to impact the brand reputation of the stodgy-branded La-Z-Boy.
Trying to shake their "grandpa's recliner" image, La-Z-Boy is trying to put a modern spin on the brand, and trying to push the brand reputation towards their full range of furniture--beyond recliners.
La-Z-Boy CMO Doug Collier says Shields “...tested well with working moms who are balancing careers with raising kids. She came across as down to earth while having great style.
La-Z-Boy has used celebrity spokespersons in the past. In the 60s, 70s and 80s, the company hired pitchmen like Bing Crosby, Joe Namath and Johnny Carson.