This mini-film and website seem to be making their way through marketing's unpredictable viral channels—I found out about it because the mini-film was forwarded to me. Viral is always tricky and unpredictable and I have no idea how well it's done so far, but I'm a fan and intend to forward it on—and blog about it of course.
The premise of the campaign is for JCP's jewelry department. Attention Men: Get Your Wives and Girlfriends Jewelry And Stay Out Of The Doghouse. It's a pretty cliché concept, but taken to a brilliant extreme by Saatchi & Saatchi. The Beware Of The Doghouse website houses the almost 5 minute mini-film as well as options to put someone in the doghouse (or warn them). The mini-film is entertaining enough to warrant 5 minutes of your time, while the simple web component ties in nicely and works well enough to get user participation. Meanwhile the site links directly and intelligently to the JCP jewelry website.
Considering some of JC Penney's campaign flops and PR nightmares this year, this is definitely a step in the right direction. Do you have anyone to send to the Doghouse?