TORONTO – Sears Canada enlisted a little star power for what appears to be a rebranding video to let Canadians know the struggling retailer isn’t going away.
In the marketing video, Toronto-born comedian Mike Myers stopped by Sears Canada’s corporate office to visit his older brother Peter, a long-time employee.
The Wayne’s World star asks his brother “is Sears Canada going away?”
“We are not going anywhere,” his brother replies.
Given Sears Canada’s recent track record, it was a fair question.
Last month, Sears Canada Inc. appointed a new CEO after Doug Campbell resigned to focus on family matters.
Campbell was charged with turning around a retailer that has seen sales stumble across its national network of department stores in recent years.
Sears has moved out of several high-profile locations in Vancouver, Calgary, Ottawa and Toronto.
In January, the retailer announced it was cutting 1,600 jobs across the country.
“Do you know anything about the retail business?” Peter Myers asks his famous brother in the video.
“Not a lot, just that Sears Canada has to demographically and psychographically alter the trajectory of its business model — but that would just be a wild guess.”
The promo video ends with Mike coming up with a new tagline and Twitter hashtag for the retailer.
-with a files from Jamie Sturgeon
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