J.C. Penney "Doghouse" Campaign A Good One

While Holly and I have written about how we are not amused at sitcoms or advertising campaigns that set out to stereotype men as bumbling dolts who couldn’t put their socks on in the morning if their life depended on it, once in awhile an ad comes along that rings the bell without being offensive.

Just in time for holiday shopping, J.C Penney has launched Beware of the Doghouse, a viral print and web campaign reminding men that diamonds are a good choice for the woman they love.  It’s a tongue-in-cheek look at the gifts than men sometimes buy that end up landing them in the doghouse. 

In other hands, this kind of messaging would be cliché and holds the potential to be insulting to both genders.  But Saatchi and Saatchi has created an effective mini-movie that is entertaining, relatable, and strong from a viral standpoint.  It will be interesting to see how this campaign works for J.C. Penney.

You can watch it below, but I’d recommend going to the Beware the Doghouse website to watch the hi-def version.  It's definitely worth it.

Comments

[Jim]

I understand the marketing behind this. But I am insulted.
We have 1 joint account. All my money is hers anyway. I cannot buy her jewelry. Why is there is no doghouse for women?

It's dumb how society works and how men have to be slaves to the boss at home and fear her. The show "Everyone Loves Raymond" was a good example the dominant wife figure. After that show was "Becker". A man who stood up for himself. A lonely man.

What ever happened to the "Ward Cleaver" husband? That went out in the 50's?

Just a thought about how society views wives.

[K]

This was a terrible execution. Maybe it'd be effective if they had edited down the "movie" to a 30-second bit, but it drags on and on. I highly disagree that it's "entertaining" and "strong from a viral standpoint."

[Michele Miller]

Thanks for your comments, Jim and K.

Jim: I'm not sure what you mean, you cannot buy her jewelry. Because you have a joint account, does that mean you can't buy her anything at all? Why would jewelry be different? Like I said at the beginning of my post, most of the time I agree on the point that too many men are stereotyped as the buffoon. Perhaps in this case, it tickled my funny bone because I have relatives and friends who have gone thru just such situations.

K - sorry you didn't put a name or email down. Remember - this is an online campaign - therefore, the longer form video. I love hearing from everyone on this, because there are wildly varying opinons on the campaign. As for the viral effect, I have already been sent a link to this site at least five friends in the last two days - three men, two women. That's viral. You're right - would have been very effective as a 60 second spot (30 secs is to short). You're going to be seeing longer form videos increase in the future - how effective they'll be remains to be seen.

[df]

I feel you, Jim. My ex used to hand me a list on November 30, and if one of those items was missing under the tree 25 days later, it was the arched eyebrow and the interrogation.

I absolutely loved the script, the cast, and the director on this one. I'm also fascinated that Penney's-- the archetype of the old school, brick and mortar department store-- decided to go this way. Too little, too late getting into the Web 2.0 advertising game? Or maybe they are ahead of their time. What do you think, Michelle?

[Leigh R]

I'm a female who thinks it is extremely well done, and more entertaining than many movies I've paid to see recently. Sure, it stereotypes both men and women, but the writers nailed the characterizations, and the actors did a great job. I loved the clueless young husband who kept mumbling about "dual bags" (anyone think of "douche bag" when they heard that?) and the eye-rolling panel of women. Make sure you listen to the comments that are being blasted from the speakers in the background, too.

[Michele Miller]

Dave and Leigh - thanks for commenting! Love it or hate it, I do think the film is well done. Interesting comment, Dave, on the fact that J.C. Penney is a "brick and mortar" retailer - I think they are a little ahead of the curve, but only if they have informed their sales staff of the campaign, and only if they follow it up with an across-the-board marketing strategy. Internet isn't the be-all-and-end-all of a campaign - the most effective strategies tie all channels together. If you find some evidence of that, be sure to let me know!

[J.D Booth]

The earlier posters might want to exercise the "sense of humor" gene; my wife LOVED the ad and has me showing it to all her friends; guys love it too--most of us are brainless when it comes to stuff like this (was particularly tickled by the guy who bought his wife RAM and couldn't quite figure out why "it didn't turn out well.")

[Michele Miller]

J.D. - my husband was tickled by the exact same spot: "thanks for the memories." Priceless.

[Ed Klopfenstein]

Universally, the women in my office said it was funny but long and the guys thought it was sexist and long. If there intent was to make noise, I question how much that noise is going to lead to diamond sales. (Oh, and by the way, the guy with the joint account is right as my wife and I share the same account -- which means she'll see the price and be upset that I either paid too much or not enough :-)

[Louis]

This is not humor, this is marketing-fueled misandry (male-bashing). If this was an isolated commercial, I would not comment on it, but it is one amongst hundreds over the past decades.

Its underlying message is disturbing and familiar, and it says alot about the view on gender equality and humanity of the women and men who find this funny about: that treating men like animals, punishing them when they don't do as they are told-or should know without being told- is fun and right, and humourous. I bet most would be shrieking with rage if anyone dared to a make a commercial went to the b-house because she gave her husband/boyfriend another necktie or a coffee mug. They would not see the humor.

I received my share of gifts that were unthoughtful or plain silly. I never considered that to be worthy of humiliation or punishment. I never saw a commercial in any medium at any period in history that implied that a woman should be humiliated and physically punished for giving the "wrong" gift. And the bit with the dog bowls, disgusting.

To the guys who find the ad funny: wake up, the joke is on you.

[Louis]

This is a repost, with corrections, my apologies.

This is not humor, this is marketing-fueled misandry (male-bashing). If this was an isolated commercial, I would not comment on it, but it is one amongst hundreds over the past decades.

Its underlying message is disturbing and familiar, and it says alot about the views on gender equality and humanity of the women and men who find this funny: that treating men like animals, punishing them when they don't do as they are told-or should know without being told- is fun and right, and humourous. I bet most would be shrieking with rage if anyone dared to a make a commercial where a woman went to the b-house because she gave her husband/boyfriend another necktie or a coffee mug. They would not see the humor, they would ask for heads to roll.

I received my share of gifts that were unthoughtful or plain silly. I never considered that to be worthy of humiliation or punishment. I never saw a commercial in any medium at any period in history that implied that a woman should be humiliated and physically punished for giving the "wrong" gift. And the bit with the dog bowls, disgusting.

To the guys who find the ad funny: wake up, the joke is on you.

[Lynn]

OK, ALL YOU PEOPLE--GAIN A SENSE OF HUMOR!!

1. It's a JOKE.
2. I loved it being long, because the "movie" was well done and funny, and I didn't realize it was an ad until the very end!! Absolutely brilliant!
3. I agree with the earlier post--if you and your wife have a joint account and you buy her a $600 vaccuum cleaner, what happens?
4. I would also think it funny if JC Penneys did a similar campaign about fathers getting coffee cups and ties, EXCEPT the difference is men (usually) don't get mad/hysterical/cry/upset about worthless gifts the way women do. THAT'S WHY this is funny!!! It's a take-off of bitchy women, too.
5. Brilliant marketing--last year, I loved the "Make An Elf" campaign that the printing company did (I think it was Office Depot???). But, it didn't entice me to buy printing :-(. This, however, is the perfect lead-in to buying a piece of jewelry from JC Penney. If the guy thinks it's funny that he's in the dog house, the person who put him there tells him EXACTLY what gift to buy to get out!! (No mind-reading!)

Congratulations, Saatchi and Saatchi--this is outstanding. And kudos, JC Penney, for being brave enough to do it even though you probably knew there'd be Negative Nellies like those above!!

I'm still laughing, and plan to send this to everyone on my email list. VIRAL!!!

[Michele Miller]

Love it or hate it, you're going to remember it. And any campaign that drives down the middle of the road - that is, tries to please everyone - is just gonna get run over.

At Wizard of Ads, we often get calls from our clients in the early part of our relationship with them. They have usually heard from a few of their customers (or non-customers) who just have to tell the business owner how much they HATE the ad they're hearing on the radio. For a Wizard of Ads consultant, that's music to our ears - it means it's getting through the clutter and while it may not appeal to ALL potential customers, there's a solid market segment who will like it. And remember it. And be persuaded to do business with you.

That's what JC Penney has done here. There's no way that everyone will be pleased with this video. But it has the right kind of impact and will persuade a large number of folks to buy diamond jewelry at Penney's. And given the state of the economy, I believe the risk they've taken will pay off big time.

[GR]

Ed and Louis, you are both correct. JC Penney made this trash knowing it was male bashing. They made this trash because it appeals to women, their primary customer. I can assure you they could care less if it is stereotyping, bashing, or degrading men. It is all about the almighty dollar at the expense of men. This type of trash would not be successful if it were not so appealing to vicious women. I would warn all men whose wife/girlfriend that think this is “funny” watch your back. This country is full of vaginally challenged men that are afraid they will never have sex if they do not buy her diamonds. They lead a sad sorry life.

[Prakash]

It's funny. It's Viral. The term doghouse will bring me instant memories of this ad and ensure that I buy something good for my wife.

[Debra Helwig]

My bet is that even the folks that hate it may share it just out of indignancy...and the folks they share it with might actually find it funny. This ad campaign has the best potential of any I've seen this holiday season to be a truly viral phenomenon. I hope it does Penney's a good turn -- they deserve some benefit from their gumption.
And yes, personally I loved it and sent it on to at least 50 people (literally)...and my husband thought it was funny too.

[PENNY]

Oh my God this was hilarious, I asked my husband this year for one of my gifts to be new a new motocross helmet and gear as I ride dirtbikes, To heck wth diamonds, give me a Honda that is kick ass in the mud, Woof woof lol

[Cal Gal]

If this is "male-bashing" then the men I sent it to love to be bashed. They found it funny, and it was the men (who know what it's like to be in the doghouse) who laughed the most and replied how funny they found it.

I've even heard my husband use the line "I know that look."

They are selling JEWELRY with this ad. Of course it's the women who want it and the men who need to get a clue that romance is not dead in a woman's mind come gift time.

My old boss even emailed me back, "Thanks. I'm taking back the vacuum I bought her and trading it straight up for a blender!" He certainly appreciated the humor.

But it's funny not because it's about men being clueless. It's funny because it has great writing, great art direction, and great acting. A mini-movie better than 95% of the stuff you see on network TV (and that's being generous to network TV).

[Angela J.]

To the poster who was offended by women having the "control" at home:

Women were second class citizens for most of history. We had no opinions, intellect or value other than baby making in the eyes of men--the right to vote is barely a century old.

In contemporary society, men and women are equal, even though women still suffer many injustices (lots of women in North America still get paid less than men). But at least we're viewed with esteem.

And if you feel oppressed or smothered by "societal constraints" that depict women as powerful? Deal with it. We did (and with much less complaining too).

[Nomad]

funny video, get's me thinking... still it's about the longest advertisement i've ever seen