La-Z-Boy’s flying high with a new campaign taking an unexpected stance on a rather polarizing topic: reclining on airplanes.

The work stems from an interesting insight: according to a survey recently conducted by The Harris Poll on behalf of La-Z-Boy, 41% of American adults would support a ban on passengers reclining their seats on domestic flights. And when you’re a brand that has worked for nearly 100 years to associate the act of reclining with leisure and comfort, that number matters. In fact, it matters so much that La-Z-Boy is giving away prize packages to five lucky people who sign the pledge at BanReclining.com, including a free La-Z-Boy recliner and a $500 airfare credit.