If you’re not a Shop Your Way member, you might try some not-so-smart ways to make shopping better – like the Denskie Family, featured in each of the four online videos within the campaign. Dad Denskie, who has the best of intentions, always does the most ridiculous things in an attempt to save time and money. His loving wife and two children are along for the ride, dealing with the often destructive and chaotic results of his efforts. If only they knew Sears already has a better way.

The online videos, rolled out on YouTube across the Fall/Holiday seasons, generated buzz from both consumers and media. The first video, "Squirrel Revolt", garnered over half a million views on YouTube and created quite a bit of chatter, including a consumer-generated t-shirt design featuring one of the fan-favorite lines, "Nut up, my brothers". It was also selected as one of "The Funniest Commercials of the Year" by TruTV and featured in their year-end TV special. The Holiday videos, "Robo-Grandma", "Medium" and "Chupacabra" were praised by AdWeek for their slapstick comedy and for "steering clear of safe and sedate yuletide fare".