Return to the Doghouse

JCPenney is back with last year’s campaign “Beware of the doghouse” (it was posted here months ago).
The concept is still the same: A guy give a lousy gift or do something inapropiate to his girlfriend/wife and they end up in the doghouse as punishment.
This time they have found another clever twist to the story, because they keep the same website as last year but this time they give women the possibility to send their lousy boyfriends/husbands to the doghouse and make them pay :)



Agency: Saatchi & Saatchi, New York
Chief Creative Officer: Gerry Graf
Interactive Creative Director: James Cooper Creative Director/Art Director: Jason Musante Creative Director/Copywriter: Josh Rubin
Senior Producer, Integrated: John Swartz
Senior Producer, Video: John Doris
Production Assistant: Katie Nickles

Production Company: Hungry Man, New York/Los Angeles Director: Stephen Pearson
Managing Partner/Executive Producer: Kevin Byrne Line Producer: Thomas O’Malley DP: John Lindley
Editor: Ian MacKenzie @ MacKenzie Cutler
Website Production Company: North Kingdom
Via: Publigeekaire

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