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Retailing serves up its share of difficult lessons. Among them: Sometimes celebrity endorsements work magic, sometimes not.
Given all the variables involved, it’s tough to make direct comparisons, but the ads on these pages afford a rare opportunity. Both are for Sears, both for in-house clothing lines, both feature famous females, and both were Hail Mary marketing passes made in the trailing days of a recession. “It’s the same story of a broad, mass retailer offering a piece of glamour with high-name recognition,” said Chris Raih, managing director of creative agency Zambezi.
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