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By Trevor Jensen
CHICAGO–Fashion-conscious African American women seldom think of Sears when searching for trendy garb, a mindset the retailer is attempting to change with a targeted campaign from Burrell Communications that broke here last week.
It’s the first work for Sears, Roebuck & Co. from Burrell, which resigned as African American agency for Kmart to take over Hoffman Estates, Ill.-based Sears’ estimated $5 million minority account in April 1996.
Backed by jazzy music, the 30-second commercial, ‘Spicy Little Number,’ shows a fashion drawing coming to life, dancing in a number of loose-fitting outfits.
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