SEARS CANADA EYES DIFFERENT SIDES IN NEW CAMPAIGN
By Adnews Staff
A new spring branding campaign for Sears Canada moves the Toronto-based retailer from its previous "the many sides of Sears" tagline to its new "For the many sides of you" positioning. The new campaign, which debuted earlier this month, is the first work from Sears' new agency Toronto-based TBWA Chiat/Day. TBWA and Toronto-based Ammirati Puris were named Sears' primary creative agencies in February of this year following the conclusion of an agency review. Nina MacLaverty, vice president of retail advertising for Sears Canada, said the campaign and new positioning is an evolution of the brand shifting from the retailer's to the consumer perspective. The campaign consists of two new 30-second television commercials. "Swing" and "Girls Night Out" are running nationally in both English and French. MacLaverty said the main spot is "Swing" which features shots of a women at different stages in her life designed to show her evolving through the years and the different roles in her life. The companion spot "Girls Night Out" features a family scene in which the mother is preparing for an evening out while dad stays home with the kids. The spots run until the end of June.