• November 17, 2006

Sears Roebuck and Co. is breaking its new Christmas advertising campaign this week, with more than 25 spots--all celebrating Mom as the season's hero. Sears research found that 98 percent of moms take on additional responsibility at Christmas, becoming the primary holiday shopper for their families, and nearly 60 percent do their holiday shopping alone.

The company said the campaign was developed by an all-woman team from Sears and its agency, Y&R Chicago. The spots--which are running on national, cable and syndicated TV--were directed by Peggy Jenkins, who directed the Oscar-winning movie, "Monster," with voice-overs by Amy Poehler of "Saturday Night Live."

Last month, Sears launched a holiday Web site geared entirely for moms, called readysetholiday.com, featuring merchandise from Sears, Kmart, and Lands' End.