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BRIT WIT: Sears shows its cheeky side with the ad campaign for UK Style by French Connection, an exclusive line launching Wednesday with a party at the Lexington House in Los Angeles. The campaign, created by Lloyd & Co. and shot by Terry Richardson, is being featured in the March and April issues of Us Weekly, Glamour, Marie Claire, InStyle, In Touch and People StyleWatch. A cinema advertisement, mirroring the print ads, will run in 350 movie theaters from March 11 to April 7. The ads have a playful Brit feel, with models donning the royal crown and scepter and cloaked in the English flag. Munch, the English bulldog from the Iams pet food commercials, spouts, “Oh my Golly! It’s at Sears.”
Amid flashing prices suggesting affordability, the cinema ad plays the hit song “Price Tag” composed and sung by Jessie J, who just won a Critics Choice Award in London, the British equivalent of a Grammy. “We were able to effectively combine pop culture with affordable fashion to make a fun, hip and contemporary statement,” said John Goodman, executive vice president of apparel and home at Sears Holdings Corp. There’s also a Web site, ukstyle.com, which features the cinema spot, behind-the-scenes footage from the print shoot and an interactive translator taking American phrases and “translating” them into British slang equivalents.
— DAVID MOIN