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CHICAGO Sears uses the image of a book to symbolize its breadth of products and services in a new advertising campaign from WPP Group’s Young & Rubicam here.
The effort, which includes print, television, Internet and in-store marketing elements, introduces a new tagline, “Where it begins,” which replaces “Where else?”
One TV spot depicts one couple’s story. As the pages of the book turn, new chapters of their lives are shown, e.g., moving into a new home, starting a family and celebrating holidays.
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