One of the best ads of a retailer ever

1Have you heard about Sears? This is a 125-year-old brand of a leading integrated retailer with over 3 900 full-line and specialty retail stores in the United Stated and Canada.

The commercial below is launched during the 2012 Olympics. The old slogans in the previous commercials of the company “Come see the softer side of Sears” and “Sears. Life. Well spent.” were changed to the last version “This is Sears”. The ad of Sears below is in fact one of the favorite commercials, which is aired during the 2012 Olympics.

Here comes the question – Why?

  • Because, it’s not just an ad about a boring retailer. It’s an ad about an experience, which Sears stores provide to the clients.
  • It’s an ad, which surprises. First you think, that this is another commercial cliche about happy young people, which will lead to the next usual product in this cases as food, drink or perfume. And – oh, surprise! It’s a commercial for a retailer, which provides innovative products, that can’t be found elsewhere.
  • The key word in this ad is “surprise”. And the creative is related exactly with the idea, that this well known retailer still can surprise its customers with the best innovative products it provides.

I like the summer mood in this commercial, the fresh creative concept and the “surprising” element in it. I like the way the creative idea is executed as well.

Be happy!

K.K.

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