See the Spot: Sears Touts 'Amazing' Kenmore Washers at a Time When Samsung's Explode

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That's good timing. Less than two weeks after news broke that Samsung's washing machines run a risk of explosion, Kenmore, the proprietary appliance brand owned by Sears, is debuting its own washer-focused ad campaign.

The 'Be Amazing' campaign kicks off with a spot for the Kenmore Elite top-loading washer.
The 'Be Amazing' campaign kicks off with a spot for the Kenmore Elite top-loading washer. Credit: Kenmore

The "Be Amazing" campaign is designed to highlight the innovative features in Kenmore appliances, starting with washing machines. In the first 30-second spot, a dad is doubtful he will get his son's grass-stained uniform clean in time for the next game, until he tries the speedy new Kenmore Elite top-loading washer. The commercial personifies nasty brown stains and touts the exclusivity of the Kenmore brand, which is only available at the 709-unit Sears.

"Our creative approach is to put a spotlight on these amazing things that your appliances can do that we take for granted," explained Brian Jochum, senior director-marketing for the Kenmore, Craftsman and DieHard brands at Sears Holdings Corp. "It's not just about the appliances, but about what you can do with them and how you can be the hero at home."

Another spot, focused on a Kenmore refrigerator, will break later this month, and two additional commercials will run before spring 2017. Hoffman Estates, Ill.-based Sears worked with Havas Worldwide out of Chicago and production company the Mill on the new effort, which will include digital and social components.

Mr. Jochum noted that the timing of the new campaign debuting so soon after competitor's Samsung recent machine mishaps is purely coincidental. "We're trying to strike a chord with cool, new technological features but still be grounded in the foibles of human truths," he said.

In early September, Sears rolled out a campaign focused on the importance of replacing appliances like dishwashers and dryers before they break. The retailer spent $155.1 million on measured media in the U.S. last year, a 38% decline over 2014, according to Ad Age's Datacenter.