Sears Seared

Chicago Sun Times ad columnist Lewis Lazare doesn’t care for the new Sears campaign from Young & Rubicam/Chicago.

It’s obvious to us hedge fund guru Eddie Lampert and company still haven’t a clue where Sears is headed. Why do we say this? Because the campaign’s new tag line — “Sears: Where It Begins” — is so hopelessly weak and non-specific. It’s a collection of words that say absolutely nothing, primarily because the “it” meaninglessly hangs there, leaving us feeling frustrated as we wonder what “it” all means.

What’s the big deal with a weak tag, you might wonder. Here is Lazare’s read:

For us the tag line almost always says it all. Of course, some so-called experts in the advertising industry will argue the familiar advertising tag is but another outdated fixture in a rapidly evolving ad industry where “hip” is always happening in some cutesy online video or in television product placements, and all manner of unexpected guerrilla marketing tactics.

I don’t know about you, but I find comedy in Lazare’s scathing indictments.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.