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Home builder Champion Enterprises uses a lovable pooch to sell a partnership with retailer Sears, Roebuck and Co. in its latest advertising effort.
The campaign, from Young & Rubicam, Dearborn, Mich., breaks this week and will run into mid-April. It features a 30- and a 60-second TV spot, print and radio work.
The star of the TV spots is “Champ,” a forlorn Beagle who wistfully dreams of what life would be like if his family had a new home.
In one scene, Champ is relaxing in a Jacuzzi and reaches up to grab a towel with his mouth.
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