SEARS POWERS DIEHARD WITH $10 MIL CAMPAIGN: FOUR TV SPOTS IN NEW EFFORT FOR NO. 2 BRAND IN SOFT MARKET FOR CAR BATTERIES

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Sears, Roebuck & Co. next week breaks a new campaign for its DieHard car batteries.

The campaign, from agency Ogilvy & Mather, Chicago, is tagged "What's under your hood?" It replaces the previous "Tried and true" tag that ran for more than two years.

ILLUMINATING

The campaign, with spending estimated at $10 million, includes one 30-second spot and three :15s. In the :30, community workers try to hold back floodwater in a storm that also caused power outages; the workers use their car headlights to continue working through the night and in the morning are still able to start their cars.

In another spot, a car's lights are used to help a couple put together a swing set to surprise a child for her birthday.

Advertising breaks May 24 on the CBS special about the sinking of the Titanic, with schedules running through next year on prime-time and late-night programming.

INTERSTATE LEADS

The battery market has been soft in recent years, due to the long life of newer batteries.

DieHard is the No. 2 U.S. brand, behind Interstate batteries.

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