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Sears Launching ‘Blue Electronics Crew' Effort

7/27/2009 02:23:56 PM Eastern

Hoffman Estates, Ill. - Sears is creating an electronics
department equivalent of its Blue Appliance Crew concept, and has enlisted NFL star Brett Favre to help promote it.

The blue-shirted team of sales and support personnel was first
introduced last fall in a series of humorous TV spots

sears
Brett Favre shoots a TV spot for Sears' new Blue Electronics Crew campaign.

designed to demonstrate
Sears' white-goods supremacy.

Sears later carried the concept into stores by dressing its
appliance department sales staff in the signature blue polo shirts, which are
similarly donned by Best Buy associates.

The CE equivalent will debut in early September via a TV spot featuring
the former NFL quarterback. In it, Favre agonizes over the selection of an LED TV,
as a member of the Blue Electronics Crew, played by Second City actor Brad Morris,
cites Sears' various sales tools for indecisive customers.

"This commercial uses humor to communicate messages about what differentiates
Sears and the Sears Blue Electronics Crew from the competition," including
real-time price checks, a wide selection of top brands, expert sales
consultants, financing options and installation, said Karen Austin, Sears' home
electronics president. "And Brett is a terrific sport in having fun with the
topic of choosing a TV. Brett embodies the excitement and passion that our
customers feel as they anticipate the start of football season, and that comes
through in the commercial."

Sears similarly recruited N.Y. Giants quarterback Eli Manning to
promote its appliance business at the Kitchen/Bath Industry Show (K/BIS) in
May.

The Blue Electronics crew campaign will also include print
advertising, events marketing, social media and public relations efforts.

Favre's TV spot was shot last month in a former Sears Great
Indoors store in Schaumburg, Ill.

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