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Sears Goes With "Reimagine" Theme For Spring Ads

Chicago Sun-Times, Wednesday, March 5, 2008 11:15 AM

With Spring theoretically around the corner, Sears is rolling out a new raft of advertising, coupled with promotional tie-ins with Hearst magazines and newspapers. In weeks to come, Hearst publications from Redbook to the Houston Chronicle will distribute copies of a new Sears 36-page magazine called "Reimagine You," not coincidentally the theme of the retailer's latest ad campaign.

But there seems to be some "confusion within Sears about whether this mildly aspirational ... campaign would include the overarching "Where It Begins" tagline introduced a while ago -- a nebulous tag notably absent from the retailer's holiday and winter television advertising."

While a Sears spokeswoman says that "Where It Begins" will appear in all the "Reimagine You" television commercials, it wasn't on any of the current spots.

Read the whole story at Chicago Sun-Times »

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