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EditorsApr 07, 2008
Reimagine yourself falling for Sears
As a copywriter, I can easily identify the objective of clever advertising. Ironically, I often fall prey to it. Like the time I chose a mobile carrier solely based on the fact that I was a fan of the celebrity...
As a copywriter, I can easily identify the objective of clever advertising. Ironically, I often fall prey to it.
Like the time I chose a mobile carrier solely based on the fact that I was a fan of the celebrity endorser. Because I didn't go with the plan the rest of my family had chosen, I could only offer sincere apologies to my disappointed sister who had been excited by the thought of not exhausting her monthly minutes on our long chats.
With much relief, I learned the other day that I'm not the only one in my circle who swoons to the tunes of advertisers. My BFF explained how she had found an advertising insert in O magazine with a stunning peridot ring that would look great with the chic dress on the opposite page.
She re-enacted her surprised look the moment she discovered the Sears logo in the lower right-hand corner of the insert. "I've never bought clothes from Sears in my life," she exclaimed.
Filled with shame at her low-end clothing desires, she whispered, "But I still want that dress."
Sears would be thrilled to know that its recent campaign is attracting new customers as intended.
The cover of the Sears' Reimagine You magazine-like insert doesn't even mention the retailer's name. The interior is filled with attractive fashion layouts and photography and an occasional Sears ad. So subtle but obviously effective.
The next time you're in Sears look around. You'll be surprised at the jewelry, clothing and even the friends you might find.
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