×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Sears tries not-so-soft side

Published on .

Sears, Roebuck & Co., Hoffman Estates, Ill., having run ads that simply invited customers to take a look at its apparel and "softer side," changes gears to a harder sell in a new ad campaign on store fashions tagged "Take another look." The new ads, which maintain the company's humorous approach by showing vintage footage of old fashions, break Sunday during NBC's Emmy Awards broadcast, with print appearing in Ocotber issues of women's magazines. Y&R Advertising, New York, handles.

Copyright September 1998, Crain Communications Inc.

In this article:
Most Popular