Sears Unveils LL Cool J Ad Campaign

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Sears has announced its LL Cool J Fall 2008 advertising campaign featuring images by famed photographer Mark Seliger. The black-and-white images feature music icon LL Cool J, as well as his family, marking the launch of his highly anticipated men's, junior's and children's collection. The LL Cool J Collection of clothing for Sears debuts in 450 stores nationwide on Sunday, September 7, 2008, and the collection coincides with the release of his latest album, Exit 13, also available at select Sears stores and at Sears.com on September 9.

"Mark Seliger and I have been collaborating on various projects for years. He photographed me for his first Rolling Stone cover," says LL Cool J. "Now, years later, we have reunited with him shooting my first campaign for Sears. Mark's photography is able to convey the heritage of the LL Cool J brand and expertly captures the collection."

The Fall 2008 advertising campaign spotlights LL Cool J, his wife, Simone Smith, and their four children (son Najee; daughters Talia, Samaria, and Nina) photographed with a group of models gathered around a DJ turntable -- a nod to Smith's 25-year influential music career. The models and Smith family wear embroidered denim, supple cotton hooded sweatshirts and fleur-de-lis bejeweled t-shirts from the Fall 2008 collection. A full body portrait of Todd Smith in an iconic pose will also appear in the LL Cool J section of Sears stores.

"The opportunity for synergy between Sears and LL Cool J has been phenomenal," said Craig Israel, SVP Sears Holdings Corporation, President Apparel. "It stems in large part from the authenticity of the campaign. Sears was a fixture in his life from the time he was a child. He is committed to bringing that same relevance to families today. The fact that LL Cool J appeared on Mark Seliger's first Rolling Stone cover -- and that Mark is the mastermind behind this season's visuals -- adds another dimension of genuineness. These are real beginnings in an icon's career that has spanned more than two decades: they underscore the aspirational nature of the brand while maintaining LL Cool J's approachability to our customers."

The campaign will appear in the October 2008 issues of Cosmopolitan, CosmoGIRL!, Seventeen, Spin and Vibe. The photography will also feature prominently in Sears' in-store signage, bringing the icon and the art directly to customers.

For more information on Sears products/services, visit www.searsholdings.com.

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