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Moms and daughters don’t always see eye to eye, especially when it comes to fashion. It’s an insight that Sears effectively leverages in this back-to-school spot by BBDO Canada where mom’s idea of what is scholastically fashionable is a bit different than her daughter’s. The retailer promotes the fact that it has clothes that both of them will love…just in different ways.
Credits:
advertiser: Sears Canada
agency: BBDO Canada
SVPs/ECDs: Carlos Moreno, Peter Ignazi
VP/ACD/AD: Deborah Prenger
VP/ACD/writer: Nancy Crimi-Lamanna
agency producer: Sharon Nelson
account director: Sheng Sinn
account executive: Matt Ball
prodco: Suneeva Films
director: Shelley Lewis
editorial: Ross Birchall, Bijou Editorial
music: Grayson Matthews
