Ignite a New Tradition – Remake Father’s Day with Craftsman

Craftsman Vidoe Front

Father’s Day is the third-largest sales period of the year for Sears’ iconic Private Brand Craftsman – and in preparation, the brand is launching a new ad campaign that invites families to “Ignite a New Tradition – Remake Father’s Day”. The humorous campaign puts a unique twist on the universal if cynical truth that Father’s Day lives in the shadow of Mother’s Day and families should give Dad the celebration he deserves.

Check out these videos created for the campaign.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.