Sears Puts Spring in the Air with New TV Ads
March 01, 2013 | Kristin Laird | Comments
Sears Canada is launching three product-focused television commercials from The Unitas Reputation Agency to help Canadians rediscover the outdoors as spring quickly approaches.
Each 15-second commercial will focus on one of three key items: a pretty spring dress, a lawnmower and patio décor. Each product is from the retailer’s quarterly oversized flyer called the Look Report, which is celebrating its one-year anniversary.
“[The campaign is] really about connecting Canadians with the outdoors again,” John Rocco, vice-president of marketing at Sears Canada, told Marketing.
“Spring is that time of year when people rediscover the outdoors, and we want to connect that time of year with our products to our customers,” he said.
The new “Spring Things” campaign is a continuation of the “Make Every Day a Great Day” tagline and platform that launched last November with a 60-second commercial that included video clips submitted by Sears’ associates, in every day situations.
Rocco called it a “wildly successful campaign” that garnered over 500,000 views on YouTube. The commercial featured an original song performed by Ryan McLarnon called “The Gift” that has been downloaded more than 3,000 times, said Rocco.
The “Spring” commercials will run on CTV, CITY, Global and CBC as well as specialty channels such as TSN, Food Network, Slice and W Network through the end of March. Vizeum Canada handled the media buy.