New Sears Ad Campaign to Feature Ty Pennington; Celebrates Renewed Energy, Excitement of Stores

Sears, Roebuck and Co. (NYSE: S) today announced the release of a new ad campaign, the first to feature Ty Pennington, the star of ABC's smash hit, Extreme Makeover: Home Edition. The campaign celebrates Sears as an exciting shopping destination and showcases the breadth and quality of its stores' product assortment, with something for everyone in the family.

Pennington stars in four new ads, which will be seen nationwide the week of September 20 during top morning programs and many network season premieres, including tonight's "Everybody Loves Raymond" and "CSI: Miami." Additional ads featuring Pennington are being planned for the 2004 holiday season.

Pennington's optimistic quality and inventive, engaging style mirror Sears' approach, as evidenced by the store departments transformed this year -- such as Consumer Electronics, Ready-to-Wear, Kids and Home Appliances -- and the fresh lifestyle ideas and enhanced merchandise selection available in stores this fall.

"Beyond advertising and promotions, this effort is truly coming to life inside our stores for our customers. This fall Sears shoppers will find more exciting fashion and an incredible range of innovative products, from electronics and tools, to home appliances and more," said Janine Bousquette, Sears executive vice president and chief customer and marketing officer. "The campaign evokes Ty's personality and approach to the good life and links it directly back to the Sears shopping experience, which is all about being fun, contemporary, creative and accessible."

Each of the ads feature Pennington doing what he does best, serving as a team leader, persuading families to energize their homes and enrich their lives with the help of Sears. The ads showcase Pennington providing consumers with ideas, inspiration and solutions provided by Sears' better quality merchandise that make the good life possible.

In addition to the advertising campaign, Pennington is currently involved with Sears' marketing promotions, public relations, community outreach and in-store appearances. He also is partnering with the company's product design and development team to conceive exciting new products with a tremendous sense of style, which are expected to appear in Sears' stores next year.

The campaign was developed with Sears Marketing by a combined team from Ogilvy & Mather's New York and Chicago offices. A corresponding internal communications program with coordinated in-store programs is being introduced in Sears' full-line stores this week.

Also reflecting the enhanced shopping experience at Sears is a new company logo. Its lower case lettering, softer blue letters and a sharp red arc under the name reflect a more contemporary and accessible retailer. The new logo will appear in Sears print materials and broadcast advertising, as well as in signage and other applications.

About Sears

Sears, Roebuck and Co. is a leading broadline retailer providing merchandise and related services. With revenues in 2003 of $41.1 billion, the company offers its wide range of home merchandise, apparel and automotive products and services through more than 2,300 Sears-branded and affiliated stores in the U.S. and Canada, which includes approximately 870 full-line and 1,100 specialty stores in the U.S. Sears also offers a variety of merchandise and services through,, and specialty catalogs. Sears is the only retailer where consumers can find each of the Kenmore, Craftsman, DieHard and Lands' End brands together -- among the most trusted and preferred brands in the U.S. The company is the largest provider of product repair services with more than 14 million service calls made annually.

SOURCE: Sears, Roebuck and Co.

CONTACT: News Media, Edgar P. McDougal, +1-847-286-9669, or Rochelle
Mangold, +1-847-286-2081, both of Sears, Roebuck and Co.

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