Hoffman Estates, IL, September 13, 2006--Sears will differentiate itself from other retailers this fall by launching new television advertising featuring customers talking candidly about real experiences and real purchases they have made at Sears. Each testimonial captures the feeling of discovery and sense of satisfaction inspired by a quest that ends in finding something great.
"The advertising communicates how customers, when they take the time to rediscover Sears, will be pleasantly surprised by the breadth and depth of merchandise," said Joan Chow, senior vice president and Sears' chief marketing officer. From a redesigned home fashions department and new Kenmore Pro appliances to trend-right fall fashions, Sears has a unique opportunity to be a one-stop destination for fall solutions."
The spots highlight core product categories including apparel, home fashions, electronics, sporting goods, fitness, appliances and tools. In place of a customer, one ad features home design expert, Ty Pennington, who discusses his perspective on Sears' home furnishings.
The advertising broke nationally this week with more than six 30-second television spots and will be featured on programs such as ABC's "Extreme Makeover: Home Edition," FOX's new show "Vanished," CBS shows "Big Brother," "Amazing Race" and "Rock Star." Additional spots will be rolled out throughout the fall timeframe. Creative was developed by Y&R Chicago.
