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Sears: Manifesto
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“Manifesto” opens in this TVC by Y&R Chicago on employee and true-blue Sears man, John, in front of a Sears store, standing in a battle-ready stance alongside a ride-on Craftsman lawnmower. He declares, “A man’s lawnmower is his most outward expression of pride. Well cut, and it’s a right hook to the ego of the guy across the street.” We cut to a shot of John riding in a Sears “Turf Wars” semi-truck hauling an ordnance of lawnmowers, as he proceeds, “But, in order to fight the good fight, you have to have the best artillery.” We then cut to a nearby Home Depot parking lot being canvassed in sod as the team of lawnmowers are brought in to prepare for battle. John continues in the background, “That’s why we’re starting a turf war. A battle once and for all for the right to be the mower or tractor that cuts your sacred acre.” We cut to John stationed in front of the league of lawnmowers as he states, “At Sears, we’ll fight Home Depot and Lowe’s to make sure you get the most tractor, most innovation and the lowest prices—all backed by the nation’s largest service organization.” The video concludes with John, brimming with Sears pride as he states, “If we have to bruise a few egos along the way to prove our point, so be it. ‘Cause your lawn is worth fighting for. It’s a turf war.”
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