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."
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!
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?