Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

Sears unveils new spring ad campaign

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Chosen_stills_0003.jpgSears is set to unveil a new spring ad campaign from Young & Rubicam/Chicago on Wednesday. The new work pushes the various clothing lines available at Sears and makes clothing prices a highly visible part of each television commercial. The commercials carry a new tag line "Life. Well spent." The new tag comes in the wake of the tag "Where It Begins," which began to disappear from Sears advertising almost as soon as it was introduced by Y & R in 2007. With this new campaign Sears appears to be targeting consumers who have become very price-sensitive since the economic downturn began last year. The new TV commercials are not high concept, but do include plenty of images of young and older models wearing clothes from Sears. Another round of commercials featuring hard goods is expected a bit later.

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I DON'T KNOW IF THIS IS THE RIGHT PLACE TO MAKE A COMMENT OR NOT, BUT HERE GOES. MY HUSBAND AND I JUST WANTED THE ADVERTISING DEPT FOR SEARS ADS TO KNOW HOW MUCH WE ENJOY THE SEARS AD FOR GLASSES WHERE THE LADY IS CALLING KITTY, KITTY AND THE RACCOON COMES INTO THE HOUSE. WE OFTEN TIMES CHANNEL SURF WHEN ADS COME ON, BUT WATCH THIS ONE EVERY TIME IT APPEARS. WE HAVE BEEN PURCHASERS OF SEARS GLASSES IN THE PAST AND WILL UNDOUBTEDLY CONTINUE TO BE. THANKS FOR ADDING A LITTLE WARMTH TO COMMERCIALS.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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This page contains a single entry by Lewis Lazare published on March 16, 2009 5:41 PM.

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