HOFFMAN ESTATES, Ill.-- With its new seasonal ad campaign, Sears Roebuck and Co. is celebrating the holidays through the eyes of someone who sees them like no one else: Mom.

According to Sears' customer research, 98 percent of moms take on additional responsibility at Christmas, becoming the primary holiday shopper for their families, and nearly 60 percent do their holiday shopping alone. The new campaign recognizes and appreciates their keystone role in making the holidays happen.

The campaign, which kicks off this week, features more than twenty-five 30-second spots scheduled to run nationally on network, cable, and syndicated television. Each spot takes an honest, insightful look at how Mom experiences the kind of real-life situation that moms everywhere face during the holidays.

Each voices Mom's innermost thoughts as she prepares her house, buys gifts, and runs the holiday show, getting her family ready for another Christmas.

The campaign was developed by an all-woman team from Sears and Y&R Chicago. The director is Peggy Jenkins, who directed the Oscar-winning movie, Monster, and voice-overs are by Amy Poehler, from the cast of Saturday Night Live.

"Moms have, of course, always been important to Sears," said Joan Chow, senior vice president and chief marketing officer for Sears, "but this year we've chosen to give them special recognition. Our campaign spotlights the pivotal role they play during this busy season by giving everyone a chance to see the holidays from their point of view, and to appreciate the extraordinary way they pull everything together. Moms will recognize their own experiences in these ads, because each was conceived, produced, and directed by women who understand and share their perspective."