A stylish dress is a staple in any woman’s wardrobe and Sears Canada has launched a television commercial to demonstrate the lengths in which she’ll go to keep her hands on the season’s hottest look.
The 30-second ad from The Unitas Reputation Agency is part of a larger campaign titled “Essentials” that includes a second television commercial launching in May, radio, online and the retailer’s flyer.
“The new campaign we’re introducing tells a story about fantastic Sears products and the emotional connection Canadians feel for them,” said Calvin McDonald, president and CEO, Sears Canada, in a release.
The second commercial in the campaign launches May 27 and will feature men’s dress shirts in time for Father’s Day.
The television portion of the campaign will run on CTV, CITY, Global and CBC as well as specialty channels such as History Channel, Food Network, Bravo, HGTV and Discovery. Vizeum Canada handles media buying for Sears.
This is the second product-focused advertising campaign that Sears Canada has launched in 2013. In February the department store chain introduced its “Spring Things” effort that revolved around three key items: a pretty spring dress, a lawnmower and patio décor.
McDonald has been working on a three-year plan to turnaround the department store chain. Part of that strategy has involved significant store refreshes and shifting focus to what he calls “key hero categories” such as major appliances, mattresses and furniture.
“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 McDonald.
But McDonald acknowledged there’s still work to be done. “We don’t have our balance 100% right,” he said at the company’s annual meeting.
Sears is eliminating electronics from its main department stores and toys are now sold only online. Craftsman hardware products will also be scaled down.
