Sears’ Holiday Wishes

Sears, Roebuck & Co. is set to launch its holiday advertising campaign on Thanksgiving with a promotional message that links wishes to gifts.

The Hoffman Estates, Ill.-based retailer will break some 30 English- and Spanish-speaking TV spots beginning Nov. 27. The work, from Chicago roster shops Ogilvy & Mather and Young & Rubicam and New York Hispanic agency The Bravo Group, will air through year’s end, said a Sears representative.

Y&R introduces a “Wish it. Find it” sub theme promoting 35 holiday items from apparel and electronics to jewelry and tools, said agency group creative director Ken Erke.

The campaign retains the “Sears. Where else?” tagline and the use of humorous vignettes prevalent in the store’s current work.

In one Y&R spot, a man runs down crowded city steps and says, “I wish I was the center of attention.” The next shot shows a karaoke microphone sold at Sears. “If they wish it, you will find it at Sears,” a voiceover says.

Ogilvy’s ads promote Thanksgiving weekend sales, keeping with the merchant’s 2-year-old holiday theme of “Great brands. Great gifts.”

Spending for Sears’ holiday push was not disclosed. But a quarter of Sears’ $600 million in media expenditures has been devoted to the holiday season in the last two years, according to CMR.

Despite six less days of shopping this season, holiday sales are expected to increase nearly 5 percent this year, said Pam Stubing, retail and consumer products analyst at Ernst & Young in New York.