The idea behind the film was that men who gave their wives lame holiday gifts, such as vacuum cleaners, would be dropped down a rabbit hole called the doghouse to be judged by a jury of scathing, scorned wives. The campaign racked up millions of views in its quest to promote JC Penney's jewelry department -- jewelry, of course, being the ticket out of the doghouse.
This year, it's "Return of the Doghouse." JC Penney again tapped with Saatchi & Saatchi for the video creative, which is blessedly down from four minutes and 45 seconds to two minutes and 55 seconds, and North Kingdom for the website, where, per a JC Penney statement, visitors can "build a case against their bad gift giver filled with written statements and imported photos, videos and witness testimony as evidence of the bad gift-giving. Each case file will be compiled into a trial movie and given its own web address, allowing users to share (can be e-mailed or posted to MySpace and Facebook) the link with friends." Razorfish handled online media buying and planning.