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Sears launches ads with Extreme Makeover's Pennington

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.

In addition to the advertising campaign, Pennington is currently involved with Sears' marketing promotions, public relations, community outreach and in-store appearances. He also is partnering with the company's product design and development team to conceive new products, which are expected to appear in Sears' stores next year.

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.

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