While Brett Favre's waffling over whether to return to football may have come to a close, his indecision will live on in the new advertising campaign for the Sears Blue Electronics Crew(SM), scheduled to begin airing this Saturday, Aug. 22.
The TV commercials feature Favre agonizing over selecting a new Samsung LED television. The scene unfolds through a discussion between Favre and a member of the Sears Blue Electronics Crew (actor Brad Morris from "The Second City" comedy club in Chicago). The two banter as Favre is undecided on his decision about a Samsung LED TV. In one scene, Morris describes Sears "No Regrets(SM)" real time price checks service as a way to help guys who have a tough time making decisions. "You know the type, right?" Morris says. "Yeah, those guys drive me crazy," Favre quips.
In addition to the obvious play on Favre's indecision, astute football fans will catch subtle humor in the commercials as Viking ships sail on the Samsung TV screens in the Sears electronics department, a play on his decision to return to football with the Minnesota team.
"We chose Brett because the real time price checks offered by the Sears Blue Electronics Crew offer a 'no regrets' experience when shopping for a TV," said Karen Austin, president of home electronics at Sears Holdings. "This commercial uses humor to communicate messages about what differentiates Sears and the Sears Blue Electronics Crew from the competition," Austin said. "From our real time price checks to selection of top brands to our expert sales consultants and installation, there are very compelling reasons to choose Sears for your next TV or electronics purchase."
The Sears Blue Electronics Crew reduces the "Favring" (see Urban Dictionary), as a typical customer takes seven months to research and decide on a TV, according to Austin. "Our Blue Electronics Crew also gives customers a variety of ways to acquire the TV - such as layaway options, the Sears Christmas Club or Sears credit card," Austin added.
The commercial and funny outtakes show a different side of Favre's personality - talking about ballet and a "tempting" purple TV. Outtakes are available on http://www.youtube.com/sears.
About Sears, Roebuck and Co.
Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,300 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 929 full-line and approximately 1,200 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 12 million service calls made annually. For more information, visit the Sears, Roebuck website at www.sears.com or the Sears Holdings Corporation website at www.searsholdings.com.
NOTE TO EDITORS/PRODUCERS: The commercial and outtakes are available
from the following FTP site: ftp://ftp.chi.yr.com. Contact Larry Costello,
Sears PR Director, at 286-9036 for the username and password.
First Call Analyst: Westenberger, Richard
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SOURCE: Sears, Roebuck and Co.
CONTACT: Larry Costello of Sears Holdings, +1-847-286-9036; or Stephanie
O'Brien of Euro RSCG Public Relations, +1-212-367-6922, for Sears, Roebuck and
Web Site: http://www.sears.com/