The anticipation surrounding Brett Favre's decision to sign with a football team has reached a fever pitch. So, it was with the secrecy and security of a presidential summit that Favre flew into Chicago on July 20, walked onto the set and taped a television commercial for his new "team" - the Sears Blue Electronics Crew.
The TV spot, scheduled to air in early September, launches the Sears Blue Electronics Crew campaign, which includes print, events marketing, social media and public relations. The TV commercial features Favre agonizing over selecting a new 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 "real time price checks - no regrets"(SM) - as a way to help guys who have a tough time making decisions. "You know the type, right?" Morris says. "Yeah, I hate those guys," Favre quips.
"This commercial uses humor to communicate messages about what differentiates Sears and the Sears Blue Electronics Crew from the competition," said Karen Austin, president of home electronics for Sears. "From our real time price checks to selection of top brands to our expert sales consultants, financing options and installation, there are very compelling reasons to choose Sears for your next TV or electronics purchase. And Brett is a terrific sport in having fun with the topic of choosing a TV. Brett embodies the excitement and passion that our customers feel as they anticipate the start of football season and that comes through in the commercial."
Shot on location at what was formerly The Great Indoors retail store in Schaumburg, IL, the commercial was taped with several potential punch lines and endings with the final punch line to be revealed when the spot airs in early September. B-roll from the commercial shoot will be available soon from Sears Public Relations.
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.
First Call Analyst: Westenberger, Richard
FCMN Contact: email@example.com
AP PhotoExpress Network: PRN5
PRN Photo Desk, firstname.lastname@example.org
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/