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.

Rob Fletcher 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.”