JC Penney Return to the Doghouse

JCPenney has developed a sequel to last season’s Doghouse video, just in time for Christmas. This year it’s personal and the guys cant seem to stay out of the Doghouse. Find out what it takes for the Review Board to set them free.

JCPenney Donny out of the Doghouse

Donny, who we met in the first commercial, has finally got out of the doghouse on parole. First port of call is the shed where the guys are playing foozball and poker. But he knows he should be heading home to get ready to go apple picking with his wife tomorrow…

Click on the image below to play the video.

Visitors at BewareoftheDoghouse.com are able to build a case against their bad gift giver filled with written statements and imported photos, videos and witness testimony as evidence of the bad gift-giving. Each case file will be compiled into a trial movie and given its own web address, allowing users to share (can be e-mailed or posted to MySpace and Facebook) the link with friends. All trial video submissions can be viewed on the site throughout the season. Bad gift-givers can only be released from the “Doghouse” after purchasing a JCPenney fine jewelry gift, or simply at the user’s mercy with the click of a button.

JCPenney Donny out of the Doghouse


The Doghouse campaign was developed at Saatchi & Saatchi New York by executive creative director Gerry Graf, creative directors Josh Rubin and James Cooper, art director Jason Musante, agency producers John Doris and John Swartz.

Filming was shot by director Stephen Pearson via Hungry Man with executive producer Kevin Byrne and director of photography John Lindley. Editor was Ian MacKenzie at Mackenzie Cutler.