Why JCPenney's 'The Doghouse' Went Viral

Hint: It's Not Because I Got a Press Release for It

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Anyone who's ever been in a relationship can relate to these situations, although there surely will be some people (men) left wondering: "But what's so bad about giving a vacuum as an anniversary gift?"

The Doghouse came to me from women friends, it came in a direct message on Twitter and more than one male friend sent it with the note, "I know you'll love this." And that, in a nutshell, is what makes a viral. One friend saying to another: "I know you'll get a kick out of this, relate to this, etc."

Doghouse Rolled
I actually was interested in seeing whose ad it was and what they were selling. That's not something that happens every day. But I certainly never expected JCPenney Jewelry to be the creator -- or to be so hip. Bravo!

I even got "Doghouse Rolled" this morning on Twitter by my pal Albert Maruggi.

Potential problem: The Doghouse, which is how people will look this video up on Google, is already the name of lots of other sites. I betcha at least one is porn.

Note to agencies -- none of the e-mails from friends and acquaintances had the subject line "New viral campaign launches next week."

Related post: Can You Guess Which Pitch is a Real Viral Campaign?

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