Sears Canada breaks Essentials campaign
By Adnews Staff
Toronto-based retail chain Sears Canada has released a new national television advertising campaign called "Essentials." The campaign, developed by Unitas Reputation Agency, consists of two commercials in 15- and 30-second lengths running on CTV, CITY, Global and CBC as well as History Channel, Food Network, Bravo, HGTV and Discovery. The first ad, which will run from April 29 to May 12, depicts a woman who chooses to wear a burlap sack for a week when deprived of her favourite dress brand. The second ad, which will run from May 27 to June 9, promotes the chain's men's dress shirts. The television component is being supported with radio and online ads as well as flyers. "As we continue our transformation, an important component of our strategy is connecting with Canadians in ways that drive their consideration for our hero products and categories to meet their and their family's needs," said Calvin McDonald, president and CEO of Sears Canada. "The new campaign we're introducing today tells a story about fantastic Sears products and the emotional connection Canadians feel for them. Television is the right platform to showcase the style, quality and value of these products."