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This advertisement is a short 5 minute clip that was published in 2008. If you are a social marketer then you must have heard about this advertisement already. It was in almost every blog or in every tongue of every chronic net user. The short “4 minute” commercial is about a man that gives his girlfriend a vacuum cleaner for an anniversary present. The man's girlfriend leads him to a dog house and makes him get inside. When he crawls inside he falls into an underground prison filled with other men. The other men are all folding laundry while a loudspeaker gives instructions on how to be a good husband or boyfriends. The other guys then explain how they got there. When the man asks if anyone can get out he is told that one person has but they haven't figured out how. He is then shown a picture that was sent by the man who got out. It is a picture of the released man's girlfriend wearing a diamond necklace.
This JC Penny “Beware of the Doghouse” commercial is in every word the emotional side of Marketing that educators were and will always be talking about. Personally I have not been to a J.C. Penny ever and frankly I always found it hard to buy a jewelry gift for my lady. If J.C Penny was not in your consideration set, it will now be at the top of mind so as it is to me right now.
As for the success of “Beware of the Doghouse” for J.C. Penny, the campaign had one of the world’s most effective and positive impacts on awareness and perception. The campaign was fighting against a strong downward trend for both the jewelry category and department stores. The site was linked directly into the online sales channel so J.C. Penny sales ranking rose like a rocket in late November and early January, ranking near 2,000 before dropping south of 40,000 after the holiday. A Google search returns around 275 references and 200 inbound links. The video has been viewed almost one million times on YouTube and generated nearly 500 comments. These results were published in January 2009, I can’t imagine how far it has reached today.
The campaign was released to the public in late 2008, just before Christmas. The timing was so important and a life savor for lots of people that find it hard to pick up gifts. The clip is only a 4 minute show and its humorous which makes it fun to watch and very hard to forget. For entrepreneurs and managers that are looking at promoting their brand, a short commercial video that only needs to be published in the net with a little touch of social media is your best ticket to sensation.
The commercial synopsis you gave poked fun on a very fundamental aspect of gender roles. I was thinking of what sort of an impression would that give on an global stand point to feminism and materialism. To me it gives out the wrong implication and the conceptional thought that goes into gender role playing.
ReplyDeleteIt is being perceived in this time and age as an offence for a man to present a woman something gender based related to her role as housekeeper. In other parts of the world a woman would probably be thanking the man profusely for presenting her with such a gift. The concept of “value” gift giving and expectations has been engraved into us from all the exposure from the outside would. Would the husband be treated just the same way if he had given a rose? chocolate? a simple romantic dinner?
The general implication of the ad was to remind men to actually put a little bit more thought into the gifts they present their partners (again a generalised concept). Our perception of worth and value need to be adjusted and not targeted or scrutinised by media perception and ideology of “what should be”
That is one way of looking at it but I can tell you how it helped me. I am a very chilled person that does not like big things. Even the gifts i give away are usually not big like a diamond necklace and other sorts of expensive jewelry.
ReplyDeleteAfter seeing this add it made me realize, the next time I get my lady a gift. Is she worth a diamond necklace or should I just get her a perfume. The only answer to that is YES SHE IS.
Besides a piece of jewelry from JC PENNY is a perfect thing to give away as an anniversary gift. And if you come to think of it, it's not as unique as it seems, diamond is something every girl dreams of, I only put effort in the design I chose.