Monday, December 15, 2008

Word of mouth goes to the dogs

Playing on recognizable relationship stereotypes from across generations, JCPenney has unleashed a long form word of mouth video...just in time for the holidays.

Though there are surely countless numbers of those who won't get it, won't like it, and won't see themselves as the target, the vid plays the foil to the more classically romantic 'Diamonds Are Forever' and the insipid 'He Went to Jared' campaigns using humor, fast moving storyline, and believable actors.

Most importantly, the sell is subtle...and it comes at the end in an unobtrusive reference that fits within a narrative designed around human relationships.

Produced by Saatchi + Saatchi New York, the video is, of course, on YouTube (see below). But it also resides on it's own promotional URL

The site allows one to send someone to the virtual doghouse for prior behavior, to learn how to get out of the doghouse should you find yourself there already, and most forward a message by email to those significant others who may be in need of holiday reminders that no bad gift deed shall go unpunished.

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