Make Loaf Not War

Agency: Isobel


The UK’s leading premium sofas, beds and furniture brand, Loaf have taken their brand in a fresh new direction with a new brand advertising campaign, from independent creative agency isobel.

The new campaign fights the stresses of modern life, in a protest for slow living.

In a new TV ad, called ‘The Art of Loafing’, a group of Loafers play a song about the importance of Loafing, and the joy of kicking back, slowing down, and taking a load off.

The song was written specifically for the commercial by Lost Boy.

Multiple OOH and social ads accompany the TV, continuing the campaign protest theme, with the headlines GO WITH THE SLOW, MAKE LOAF NOT WAR and RELEASE THE PEACE.

The campaign was created by isobel, and also produced by isobel’s in-house production unit, igor. It breaks on Friday 8th September, nationally, across TV, cinema, press, OOH, social and digital.

Rob Fletcher, Executive Creative Director at isobel, who wrote the campaign and also Directed the film, states: “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.”

Shubhankar Ray, Creative Director at Loaf, who collaborated with isobel in the development of the campaign, states: “Our new campaign was inspired by music and social protest showcasing the "art of loafing" based on being chilled out and going with the slow. Loaf's message is about turn off (the speed), tune in (to our vibe) and chill out because we want to make a genuine connection with our audience around both physical and mental comfort. We're excited about sitting to take a stand.”

This is isobel’s second major campaign for the brand, after their LOAF LIKE YOU MEAN IT debut work last year.

The stills were shot by Chan Spencer, who was also the Technical Director on the production. Media was planned and bought by Goodstuff.

This professional campaign titled 'Make Loaf Not War' was published in United Kingdom in September, 2023. It was created for the brand: Loaf, by ad agency: Isobel. This campaign is related to the Retail Services industry and contains 2 media assets. It was submitted 19 days ago by PR: Rosie Lumley of Tank Top PR.


Shubhankar Ray – Creative Director
Caroline Stone – Director of Marketing
Shirin Arbee – Senior Photographic Art Director
Lauren Friend – Brand & Propositions Manager

Executive Creative Director – Rob Fletcher
Account Director – Sarah Gregory
Managing Partner – Jamie Williams
Executive Planning Director – Steve Hastings

Production Company: igor
Director – Rob Fletcher
Photographer, Technical Director & Post - Chan Spencer
Producer – Sarah Gregory
Typography – Rob Fletcher
Animation – James Lyle
Music: Lost Boy
Media Agency: Goodstuff


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