morgan grays launches voila chair

Agency of record: MAX2o Advertising
Art Director/Copywriter: Todd Perlee

Morgan Grays is a U.S. designer/ manufacturer of luxury handbags and travel accessories. Morgan Grays products are featured at upscale retailers worldwide including Bergdorf Goodman, Neiman Marcus, Mitchells, Richards, Stanley Korshak and Harvey Nichols. The Voila Chair represents Morgan Grays' first venture into the designer furniture industry. The Voila Chair retails for $500 and features a leather seat with a mesh back, supported by its trademark stainless steel armature.

The ad plays to the ego of executives and home office entrepreneurs while conveying the strength of the Voila modernist design and its uncompromised masculine construction. The metaphor comically tempts the audience to adjust the chair to its highest position and ascend the throan of destiny and absolute power. The initial media buy was limited to metro Atlanta. Morgan Grays was thrilled upon presentation of the concept and immediately expanded the rollout of The Voila Chair to national trade publications.