JC Penney's 'Doghouse' Returns

Last Year's Massive Holiday Viral Is Back, and Shorter

By Published on .

Regardless of whether the ad critics liked JC Penney's "Beware of the Doghouse" viral video last year, the masses did.

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.

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