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Commercial Break: The Softer Side of Sears

May 1, 2009

William Arruda, called the personal branding guru by Entrepreneur magazine, is the founder of Reach Personal Branding. He shares his personal-branding wisdom through his public speaking and his bestselling book, Career Distinction: Stand Out by Building Your Brand.

But he is also passionate about TV commercials. In fact, William has an enormous collection of advertisements dating back to the 1970s. Sadly, he says, most of his TV ads are on VHS. But thanks to the Internet and YouTube, he nonetheless has access to most of the commercials he has collected over the decades.

"There are a lot of absolutely trashy, sophomoric, dull, unimpressive, and forgettable ads created each year—in fact, most ads fall into these categories," William says. "But there are some absolute gems, too—creative, effective, provocative, interesting, inspiring, memorable... And what makes me love these ads is the talent that's behind them. How powerful to be able to impact people in just 30 or 60 seconds. Filmmakers have 90 minutes, but ad men (and women) have a tiny slice of time to get their message across."

In this new Daily Chirp feature, William shares some of his favorite ads. And true to his style, he offers up a lesson for how the ad relates to your personal brand—after all, it's all about personal branding... at least, in his world.

Client: Sears
Campaign: The Softer Side of Sears
Year: 1993

We love this commercial because...

Known for its hardware, Sears wanted to change brand perceptions by reminding people of its "softer" line of products (fashion and accessories). The alliteration of the tag line and the clever use of hardware terms to describe fashion illustrate the creativity of the ad team. This commercial attracts your attention and reminds you that Sears is more than hammers and household appliances.

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