NEW CAMPAIGN TO BOOST SEARS' SOFTER SIDE

TV Effort Supports Covington Clothing Line

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NEW YORK (AdAge.com) -- Sears, Roebuck & Co., pushing softer lines for the first time in two years, breaks a TV campaign Sept. 12 for its Covington line of men's, women's and children's clothing.

Spending was not disclosed.

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The new campaign will carry the tagline "Because all your clothes should be your favorites."

Sears plans a major revamp of its stores centered on the Covington and Lands' End lines.

WPP's Y&R Advertising, Chicago, handles.

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