# Uncomfortable Furniture Ads AXN's Campaign Tells You to "Relax. If You Can" By Shelby Lee Walsh | Published 2009-10-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/anxs-campaign References: [womansday](http://www.womansday.com/Articles/Shelter/10-Uncomfortable-Pieces-of-Furniture.html) & [ibelieveinadv](http://www.ibelieveinadv.com/2007/10/axn-relax/) AXN is an international pay-television, cable and satellite television channel that makes a big statement with their latest campaign. The [Sony Pictures Entertainment](https://www.trendhunter.com/trends/g-fuel-energy-drinks)-owned company puts the slogan, “Relax. If You Can” atop their cactus and coal chairs. Apparently, “AXN refills your adrenaline, with the strongest action movies and powerful programs. You won't sleep for sure.” What a suiting and powerful use of imagery for AXN's campaign! **Implications** - Everyday items have a relatively consistent reputation amongst consumers. Businesses that portray alternative purposes of such items or opposite experiences accompanying them will capture the attention of consumers who recognize it as different. Companies that are willing to push the limits surrounding convention and tradition will generate much more memorable reactions than companies that maintain customary roles for such items. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 10% | Activity: 74% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Alternative Purpose Furniture:** Opportunity for businesses to showcase unconventional uses of everyday furniture items. - **Opposite Experience Marketing:** Opportunity for companies to create campaigns that highlight unexpected experiences associated with products. - **Pushing Convention Boundaries:** Opportunity for businesses to challenge traditional roles and generate memorable reactions from consumers. ### Sectors Adopting This - **Advertising:** Opportunity for advertising agencies to develop creative campaigns that redefine consumers' perceptions of everyday items. - **Furniture:** Opportunity for furniture companies to design and market furniture with alternative functions and experiences. - **Entertainment:** Opportunity for entertainment companies to create immersive experiences that go against the norms to captivate consumers' attention. ## Related on Trend Hunter - [Suspenseful Statement Chairs](https://www.trendhunter.com/trends/edgeofyr.md) - [Therapy-Encouraging Furniture Campaigns](https://www.trendhunter.com/trends/couch-counseling.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Halloween Essentials Campaigns](https://www.trendhunter.com/trends/halloween-essentials.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Playful Pet Accident Campaigns](https://www.trendhunter.com/trends/dont-worry-you-can-afford-it.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Furniture-Honoring Campaigns](https://www.trendhunter.com/trends/wherever-life-goes.md)