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CHICAGO Sears, Roebuck and Co. positions itself as a place that makes wishes come true in an integrated holiday campaign unfolding this week.
The campaign began Sunday night with a television spot on ABC’s Extreme Makeover: Home Edition. The ad, from WPP Group’s Y&R in Chicago, depicts people carrying oversize presents such as cameras, appliances, hardware and jewelry into their homes for the holidays.
“Sears has a unique opportunity to own ‘Wish Big,’ ” said Joan Chow, Sears’ chief marketing officer, in a statement.
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