I read an interesting article this morning at KEYT Santa Barbara about Sears and their new holiday campaign targeted at mothers for the holiday season.

KEYT related that according to Sears' customer research, 98 percent of moms take on additional responsibility at Christmas, becoming the primary holiday shopper for their families, and nearly 60 percent do their holiday shopping alone.

The new campaign recognizes and appreciates their keystone role in making the holidays happen.

Featuring mom in commercials is not a new concept, but Sears has found a way to reinvigorate this market with an all-female team from Sears and Y&R Chicago, led by Peggy Jenkins, director of Oscar-winning movie "Monster" and voiceovers recorded by Amy Poehler of Saturday Night Live fame.

The campaign, which starts this week, features more than twenty-five 30-second spots scheduled to run nationally on network, cable, and syndicated television. Each spot takes an honest, insightful look at how Mom experiences the kind of real-life situation that moms everywhere face during the holidays.

Each voices Mom's innermost thoughts as she prepares her house, buys gifts, and runs the holiday show, getting her family ready for another Christmas.

"Moms have, of course, always been important to Sears," said Joan Chow, senior vice president and chief marketing officer for Sears, "but this year we've chosen to give them special recognition. Our campaign spotlights the pivotal role they play during this busy season by giving everyone a chance to see the holidays from their point of view, and to appreciate the extraordinary way they pull everything together. Moms will recognize their own experiences in these ads, because each was conceived, produced, and directed by women who understand and share their perspective."

With such focused campaigns this season, Sears will likely see an exponential response from moms everywhere.

How are you targeting your audience this year?

Best,

Stephanie