The best of both worlds

Sears has something for both mom and daughter to love.

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.


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