J.C. Penney 'Doghouse' spot has viewers howling-Industry News-Magazine-IRISPANCY FASHION ACCESSORIES & JEWELRY

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Magazine > Industry News > News Content

J.C. Penney 'Doghouse' spot has viewers howling

12/26/2008 6:37:27 AM

A clip from J.C. Penney's "Beware of the Doghouse" campaign shows a man entering the "doghouse" after buying his wife a vacuum cleaner instead of a diamond jewelry gift from J.C. Penney.

Plano, Texas--Chain retailer J.C. Penney's "Beware of the Doghouse" holiday commercial has become an Internet sensation, garnering both criticism and applause from the millions who have the viewed the online jewelry ad.

"Beware of the Doghouse" is a four-and-a-half minute mini-movie that serves as a reminder to men of what can happen when they don't put a lot of thought into Christmas gifts, and then suggests that buying diamond jewelry (from J.C. Penney, of course) is one way to stay out of the "doghouse."

The hilarious spot--part of an entire "Doghouse" campaign by J.C. Penney housed at BewareoftheDoghouse.com--is burning up bandwidth all over the Internet. On YouTube alone, the Doghouse spot had attracted more than 1 million viewers as of Dec. 19.

The Doghouse commercial opens with a man giving his wife a dual-bag vacuum cleaner for their anniversary, a move that quickly lands him in the literal doghouse.

The "doghouse," as it is depicted, is a dreary underground world where men who have committed similar offenses (including one who gave his wife exercise equipment for Christmas and suggested she exercise more and eat less) are forced to reside and fold laundry all day.

The only man who ever escaped the doghouse, it is revealed, is one who gave his wife a Journey diamond necklace.

The spot concludes with the men sitting down to lunch--quiche served in silver dog bowls--and the words: "Stay out of The Doghouse this holiday. Go to BewareoftheDoghouse.com."

The Doghouse site links visitors to the diamond page on J.C. Penney's Web site.

"BewareoftheDoghouse.com was spearheaded by J.C. Penney's jewelry division and created by Saatchi and Saatchi New York in collaboration with Razorfish," a J.C. Penney spokesperson said. "We wanted to create an innovative way to highlight diamond jewelry as a great gift option this holiday season. Diamonds have always been a girl's best friend, but men don't always remember how much women enjoy receiving diamond jewelry for the holidays. This interactive campaign not only allows women to comically reprimand their husbands or boyfriends for bad gift-giving, but it also reminds men that diamonds can be the perfect gift and are very affordable at J.C. Penney."

In addition to millions of page views, the spot is attracting hundreds of comments from viewers, who, for the most part, either think it is sexist or hilarious.

On YouTube, where the video received a user ranking of four-and-a-half out of five stars, one viewer commented, "OK I get the hint! I need to buy a diamond necklace to get out of the doghouse...", while another stated the commercial was "truly a funny, 'not to hurt men,' commercial video. We love our men! They just may need 'a little help' understanding their women."

Others seemed to think the commercial drew on too many stereotypes about men and women, with one viewer commenting, "So basically the message here is: Stupid women are easily offended but can be won over with shiny nicknacks that cost a crapload of money. Why would any man in his right mind marry someone like that? :("

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JP Renaissance Enterprises Corporation, an active fashion and gift company that provides fashion accessories and jewelry. We expanded our branches in Asia and North America, now, we devote ourselves on globalization by deploying unique designs and concepts. Our designers put their efforts on introducing innovative ideas, integrating creative and trendy elements and developing new style, such as integrating the nature into our products. Our fashion accessories and jewelry are capable to give you a different fashion ideas, a different way to dress, and can surprise your friends, lover, parents, clients by sending them special gifts on holiday or in special events. The products are not only fashion symbols but also tools to communicate, for example, you can use our new fashion and gift guides as an interesting topic among girls, or share the experience of our online jewelry store or the latest shoes. hats and socks with your friends..

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