Sigh. It feels like only yesterday that Sears announced that it was moving its ad business almost completely away from Y&R Chicago to McGarryBowen’s Windy City offices. And, just like that, we have our very first TV spot for the brand from McGarryBowen. Time flies when your agency is also winning Burger King and is being considered one of the frontrunners for United Airlines’ business, doesn’t it?
So how is Sears “new look?” Well, we’ll note the absence of Brett Favre in this and the introduction of the “Truth Room” in this spot, where some guy drops some knowledge on new, young homeowners who think they can buy Sears’ vast selection of low-priced appliances anywhere. Also, as this was uploaded to the “BlueApplianceCrew” YouTube account, perhaps Sears’ trademark league of helpful and knowledgeable employees are staying on for the agency switch.
What do you think? Did Sears make the right decision with the agency change, now targeting young couples cashing in on the housing “buyer’s market?” And, does the ad target these people well?