Comment by DavidCrace on October 8, 2009 at 9:52pm

This ad is about Brett Favre not Sears. It's kind of cute, but what does it say about Sears? After watching this I'm as likely to but Wrangler Jeans (brett's other pervasive sponsorship) as I am Sears.

Sears is a lost cause I'm afraid. A once dominat brand that was repositioned by competition in the 80's-90's and failed to realize it. Seems like we have lots of iconic brands about to slip away into irrelevance.

Comment by Michael B. Moore on October 9, 2009 at 6:43am

Hey David - they're looking for a CMO!! :-)

Comment by Michael B. Moore on October 9, 2009 at 10:08am

Here's where I come out on this. I think Sears misses a huge opportunity with the ad. Brett is known for not being able to make a firm decision. That's why the chose him for the spot. Why not position your store, your staff and your pricing policies as being so compelling that they can make even Brett Favre make a decision he can live with? Isn't that the obvious angle here?

As it is now, since Favre waffles in the end, Sears is presented as having failed in their challenge. The copy in the spot talks about their price checks etc. But they weren't good enough for Favre? Why would an agency do that to their client? Why would Sears marketers have "bought" that? I see why they need a new CMO! :-)

Plus, the strategy of focusing exclusively on price is an interesting one for Sears. In my mind, Walmart "owns" low price - even for electronics. Does Sears really have the weight and the stature to take on Walmart head on? Should they be playing Walmart's game directly or should they come up with some other Unique Selling Proposition that differentiates them?

Thoughts?

Comment by Chad Clark on October 12, 2009 at 11:32am

Funny ad. I really like the fact that Brett could poke fun at himself here. But you guys are right, it misses the mark completely in the end. The salesman needs to seal the deal! Show him high-fiving Brett as we walks out the door with a huge box or something. If Sears is going to compete with Best Buy or Walmart, they probably should've clearly spelled out their advantage over the others... service? Having a knowledgeable salesman that could make even Brett Favre clearly decide that Sears is the place to get his new TV perhaps would've accomplished that. My two cents.

Comment by Gunnar Branson on October 12, 2009 at 12:40pm

My greatest concern with this ad goes well beyond their inability to help Mr. Favre make a decision with their instant price checks - it is the derivative nature of the entire set up. Sears seems not only to be saying, "hey, we can guarantee a low price - just like Wal-Mart!" but also, "hey, we are almost as cool as Best Buy and the Geek Squad!" In both cases, they are late to the party - and no matter how amusing, or how well known Mr. Favre is, they are only reminding everyone how much Sears is a secondary player both on price and on making electronics easier. To tell you the truth, I would LOVE to tackle the CMO job at Sears - because their marketing and branding requires a complete reset. They need to stop trying to be "as good" as others or "competitive" - instead they have to subvert the field with an entirely new proposition, attitude, brand, etc. that they can lead and ultimately OWN. Even Sears can be saved - but they have to stop playing like the unpopular kid trying to fit in. What a kick it would be to turn that ship around...Who do I talk to about that CMO gig?

Comment by Alexandra Hobson on October 16, 2009 at 8:07pm

They need to stop trying to be "as good" as others or "competitive" - instead they have to subvert the field with an entirely new proposition, attitude, brand, etc. that they can lead and ultimately OWN. Even Sears can be saved - but they have to stop playing like the unpopular kid trying to fit in.

I agree, but am seriously at a loss as to what that "new proposition" might be for them. I don't know where they go or what "niche" in consumers' minds they might try to own. I was thinking maybe evolve to become an internet retailer and go after Amazon with something of an authentic, old American, classic play, but even there, Walmart.com does BIG business.

They have/had great presence on Extreme Makeovers Home Edition. Maybe they can become the place to go to outfit your home. Maybe the real play is to sell to Home Depot and complement their positioning - and ride their coattails back to life.

I'm not sure!

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