I Need More Time: Favre's New Sears Spot Plays Off Indecisiveness
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Favre Films Several Potential
Endings For His New Sears Spot |
Free agent QB Brett Favre recently filmed a TV spot for the Sears Blue Electronics Crew that features Favre agonizing over selecting a new LED television. The spot, which is scheduled to air in early September and which launches the Sears Blue Electronics Crew campaign, was taped with several potential endings, with the final punch line to be revealed when the spot debuts (Sears). In Minneapolis, Judd Zulgad reports Sears, which shot the spot in Schaumburg, Illinois, turns Favre's "indecisiveness into an ad campaign." In the spot, a Sears sales rep "offers to help guys who have a tough time making decisions," and says, "You know the type, right?" Favre then responds, "Yeah, I hate those guys" (Minneapolis STAR TRIBUNE, 7/28). In Milwaukee, Don Walker reports when Sears "started researching how best to revive its electronics business, it learned that a consumer takes up to seven months or more to make a decision about buying a big-screen TV." Sears CMO for Electronics Eddie Combs said Favre's agent, Bus Cook, "heard us out," and after he "heard the pitch, he was laughing." Combs added that Sears "hopes its relationship with Favre lasts beyond the one commercial." Combs: "We have an option for this to be a long-term relationship" (MILWAUKEE JOURNAL SENTINEL, 7/28). In St. Paul, Sean Jensen notes Sears through the spot will "take advantage of every opportunity for more publicity" (ST. PAUL PIONEER PRESS, 7/28).
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