Sears Canada launches spring spots

Injecting its line of products with some humour is the goal of the new TV campaign.

Sears Canada has launched a new campaign that expands on the retailer’s holiday rebrand around the theme of “Make Every Day a Great Day.”

The three new spots, which centre on the idea of “Spring Things” and tie into the spring edition of Sears Canada’s Look! Report were created with media by Vizeum and creative from Unitas. In addition to the conventional and specialty TV buy, the spots will also be featured through digital pre-roll as well as on the brand’s Facebook page.

Targeting adults aged 35 to 45, the spots aim to inject humour into the company’s product line, with the three commercials in the new campaign each targeting one item: a dress, lawnmower and patio furniture, while adding CGI animals who show their appreciation for the goods, John Rocco, VP of marketing, Sears Canada, tells MiC. For example, the patio spot shows a mother and daughter sitting in the backyard on their new furniture, with a groundhog that digs a hole through the yard to sneak a peek.

The 15-second spots will run through the end of March.