The joy of relaxing is showcased through song in a new protest anthem from Loaf. 

The new campaign for the sofa brand from creative agency Isobel is designed to start a movement; a movement that champions taking it slow and kicking back.

At the heart of the campaign is a video titled ‘The Art of Loafing’ which features an array of people sinking into comfy Loaf furniture to relax. Whilst the kicking back takes place, the group of ‘Loafers’ play a tune about the importance of Loafing, and the joy of kicking back, slowing down, and taking a load off.

The song acts as a protest track about the importance of taking time to relax and features lyrics such as ‘slow the flow and let it go’ and ‘we’re guna lay down, take it easy’. The soundtrack was written specifically for the film by Lost Boy and plays on tropes of the peace movement of the 70s.

Rob Fletcher, Executive Creative Director at isobel, who wrote the campaign and also directed the film, explained:  “We wanted to create a protest against the stresses and strains of modern living, where loafing is the antidote. And like all good protests we wrote a manifesto, which became a song, which was sung by a band, that became an ad.”

Following on with the protest theme the campaign also consists of out of home and social ads that add to the TV spot by featuring protest slogans. Creative that reads ‘Go with the slow’ and ‘Make Loaf not war’ make the posters reminiscent of placards.

The work will run nationally, across TV, cinema, press, OOH, social and digital and is isobel’s second major campaign the brand, following the success of the Loaf like you mean it debut work last year.