Because there is such a difference in styles between Dwell magazine and the classic overstuffed Barcalounger chair finding the right tone for the ads was vitally important.

• Taking a different spin on the expected was a great fit to put these two worlds together.

• Recharge in Comfort features a hipster consumer reading a book rather than utilizing a plugged in device.

• View in Comfort highlights the scenic view rather than what we might traditionally view from a Barcalounger.

• Swaddle in Comfort is not just something for infants, we all deserve that type of coziness.