Sears Unveils New Fall Advertising

Ty Pennington and Customer Testimonials Showcase a Surprisingly Broad Array of Sears Merchandise

Sears, Roebuck and Co. will differentiate itself from other retailers this fall by launching new television advertising featuring customers talking candidly about real experiences and real purchases they have made at Sears. Each testimonial captures the feeling of discovery and sense of satisfaction inspired by a quest that ends in finding something great.

"The advertising communicates how customers, when they take the time to rediscover Sears, will be pleasantly surprised by the breadth and depth of merchandise," said Joan Chow, senior vice president and Sears' chief marketing officer. From a redesigned home fashions department and new Kenmore Pro appliances to trend-right fall fashions, Sears has a unique opportunity to be a one-stop destination for fall solutions."

The spots highlight core product categories including apparel, home fashions, electronics, sporting goods, fitness, appliances and tools. In place of a customer, one ad features home design expert, Ty Pennington, who discusses his perspective on Sears' home furnishings.

The advertising broke nationally this week with more than six 30-second television spots and will be featured on programs such as ABC's "Extreme Makeover: Home Edition," FOX's new show "Vanished," CBS shows "Big Brother," "Amazing Race" and "Rock Star." Additional spots will be rolled out throughout the fall timeframe. Creative was developed by Y&R Chicago.

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 926 full-line and 1,100 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through,, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 13 million service calls made annually. For more information, visit the Sears, Roebuck website at or the Sears Holdings Corporation website at .

SOURCE: Sears, Roebuck and Co.

CONTACT: Corinne Gudovic, Sears, Roebuck and Co., +1-847-286-3226; or
Scott Anderson, Young and Rubicam, +1-949-754-2092

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