Men, consider yourself warned: JC Penney's "Beware of the Doghouse" viral marketing campaign is back for a second holiday season.
The campaign--which attempts to steer men away from questionable holiday gifts such as vacuum cleaners and gym memberships and into the arena of fine jewelry--launches today on BewareoftheDoghouse.com.
This year's campaign features an all-new video that focuses on the Doghouse's review board process and trial, highlighting how men can make their way out of the dreaded underground world where they are forced to fold laundry all day.
It features a few familiar faces from last year's campaign, including the man who earned himself the nickname "Dual Bag" after he gifted his wife a vacuum cleaner.
In the new video, a line of eight men are denied parole one after another--including one who bought his hops-averse wife a beer-making kit and pleads his case by telling the all-female parole board, "It's a wonderful beverage." The only man granted release is "Donny," who found himself back in the Doghouse after a marathon poker game with the boys. His secret: He bought his wife a piece of fine jewelry from JC Penney, a pendant from De Beers' new Everlon Diamond Knot Collection, to be exact.
In addition to the new video, this year's Doghouse campaign takes male reprimand to the next level by allowing users to visit the site and build a case about their bad gift-giver filled with written statements, imported photos, videos and witness testimony, according to JC Penney, Plano, Texas.
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