Sears launches ads with Extreme Makeover's Pennington
September 20, 2004,
HOFFMAN ESTATES, Ill. — Sears, Roebuck and Co. is launching a new ad campaign, the first of which will feature Ty Pennington of ABC's "Extreme Makeover: Home Edition."
Pennington stars in four new ads, which will be seen nationwide this week during morning programs and network season premieres, including "Everybody Loves Raymond" and "CSI: Miami." Additional ads featuring Pennington are being planned for the 2004 holiday season.
The campaign was developed with Sears Marketing by a combined team from Ogilvy & Mather's New York and Chicago offices. A corresponding internal communications program with coordinated in-store programs is being introduced in Sears' full-line stores this week.