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August 09, 2012

New Sears ad campaign: ‘Trust us’

Sears Holdings Corp. and its Sears Auto Center stores have unveiled a new, highly-integrated national advertising campaign.

Sears says the campaign is intended to showcase the brand's commitment to re-connecting with customers through trust and peace-of-mind when it comes to auto maintenance and repair.

The campaign includes exposure through TV, radio, outdoor and several diverse digital channels, as well as refreshed in-store signage and public relations initiatives.

"This campaign was developed from an understanding of how customers view the key strengths of Sears Auto Center — convenience, trust and a commitment to do what's right for the customer every time," said Lori Williams, divisional vice president & CMO, Sears Automotive.

"The new campaign's goal is to show people that Sears should be their top choice when it comes to auto care and maintenance."

The television ads can be found on YouTube. There are 800 Sears Auto Center locations located in cities and towns across the U.S. For more information visit http://www.SearsAuto.com.

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  1. Barry | August 09, 2012 at 12:19PM
    I must tell you that the Sears YouTube TV spot takes a "cheap shot" at our industry. The commercial depicts ALL independent repairers as dirty, shady, unprofessional and not a place to get your car repaired.

    I guess the marketing people at Sears, after doing many surveys of Sear's clients, told corporate that the public doesn't trust you so you need to send them this type of message.

    Very bad taste. Why not build on your own business and don't give our industry a black eye we don't deserve or need.

  2. jerry | August 13, 2012 at 09:37AM
    you know it makes me and other shops mad when they make us out to be bad.but u know like my shop we offer a whole lot more personal service.all they do is up sale.go in there with a check engine light and pcm bad and need programmingand see what they say.our shop does that.go in theer with the rear end whinning.we do that.go in there and need a offset ball joint for a alighnment and see what they say.a good shop that people can trust can do all these things and dont have to up sale flushs and all that junk.yeah call them when your car will not start and your security system has it shut down!SEE WHAT THET SAy.they want to do all the easy suff but when the easy stuff is not there see how trusting they are.

  3. Gary | August 13, 2012 at 09:58AM
    I worked for Sears Auto Center in Reno NV from 1999 till 2004 - this was not the motive of Sears Auto at that time, I hope things have changed and they really do want to provide convenience, trust and a commitment.

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