This holiday season, there are a million ways in, and only one way out.
Put him in the doghouse.
Find out how (click)
I do not click on banner ads, except when I want to support a web site I like that has advertisement. But I clicked on this one to see what would happen.
I came to a video commercial that was almost 5 minutes long and told the story of husbands and boyfriends who give the woman in their life "thoughtless gifts."
It was hysterical.
Go see it, and then come back.
You're back. Did you like it?
I was not surprised to find that the advertiser was a jewelry store, but it did jolt me a little that it was "The Jewelry Store Inside J.C. Penney's"-- that venerable brick-and-mortar department store where Mom used to buy my Keds and dungarees when I was a tyke. Not only is this very slick and expensive story done on the Internet, Penney's is also linking the campaign to Facebook, in an attempt to get some Web 2.0 buzz going (details here).
But as to the commercial itself: I want to say that this is so wrong on so many levels. But I could hardly stop laughing.
I love everything about the execution of this story. I hate the message.
Have you internalized the message yet? We've been brought up on it: Men are thoughtless, insensitive goons with a mean streak. Women are noble, responsible and long-suffering civilizers.
Anyway, if you're an advertiser after women's dollars, this is what you want to reinforce.
Because this is not a commercial aimed at men to patronize the jewelry store inside J.C. Penney's. It's a campaign aimed at women to make them come back to Penney's and spend during a horrific economic time.
The average man will not be pushed into a department store by this commercial. Witness a comment on a marketing blog (the source of the photo above) that discusses this ad:
I understand the marketing behind this. But I am insulted.
We have 1 joint account. All my money is hers anyway. I cannot buy her jewelry. Why is there is no doghouse for women?
It's dumb how society works and how men have to be slaves to the boss at home and fear her. The show "Everyone Loves Raymond" was a good example the dominant wife figure. After that show was "Becker". A man who stood up for himself. A lonely man.
What ever happened to the "Ward Cleaver" husband? That went out in the 50's?
Just a thought about how society views wives.
Good stories exploit the boundaries in our lives-- those places where there are no clear answers, no solutions, and yet great friction, tension, and psychic energy.