Sears through the ages.
"The feeling is that Sears is a huge brand and it can have many layers of advertising," says Y&R CD Ken Erke. "From the ubiqitous brand spots to the humorous sales promotions."
The technically-challenging :60 was shot in seven days by director Tony Kaye. "We felt the spot was all about faces and voices, and that's what Tony is so good at," says Erke on his choice of directors. Although the spot spans more than a hundred years, it contains no stock footage. Instead, scenes were reconstructed from vintage catalogs in Sears' corporate archives, and shot with cameras appropriate to the time periods.
According to Erke, the tone of the heritage spot doesn't signal a change, but an addition, to Sears' brand message. "The humorous part of the campaign will continue," he says.