Sears, Roebuck & Co. this week breaks new TV spots featuring Extreme Makeover: Home Edition star Ty Pennington, and is readying a line of Pennington-designed goods to launch next year.
Sears sponsors ABC’s Extreme Makeover: Home Edition, hosted by Pennington. Four TV spots break this month, with more planned for the holiday season. Spots show Pennington helping families shop at Sears, suggesting ways they can use Sears merchandise. Pennington also appears in Sears’ promos and p.r. with in-store appearances. Ogilvy & Mather, Chicago and New York, handles ads.
“The campaign evokes Ty’s personality and approach to the good life and links it directly back to the Sears shopping experience, which is all about being fun, contemporary, creative and accessible,” said Sears Executive VP-Chief Customer and Marketing Officer Janine Bousquette in a statement. Sears first announced the Pennington partnership in June (June 17, Xtra).
Pennington is helping Sears’ product design and development team to create stylish household goods slated to bow in Sears stores next year.
Hoffman Estates, IL-based Sears is one of the first clients of media-buying firm MindShare to take advantage of MindShare’s collaboration with ABC to produce brand-friendly programming: Sears helped fund ABC’s production of The Days this summer.
Network
