The fact that opinion is so divided on this may be as much a reflection of intended audiences. The doghouse ad is aimed at the kinds of people who would consider buying jewelry from JC Penney, and delivers the message in a way that speaks to the humor sensibilities of that group.

Despite the vaguely Spike Jonze-y quality of the direction, it's essentially a reworking of traditional, familiar, comfortable stereotypes.

The BlendTec ad is much more pop-culture savvy, picking up on the ongoing "Chuck Norris is the toughest guy ever" meme. And that makes the company seem more up to date and culturally aware (and therefore, perhaps, on top of technology and consumer needs?).

And for the record, I'm hoping for a Dyson for Christmas :-)

This seemed really long to me -- I mean, five minutes? Come on. For that much time, the concept and/or its execution better be pretty amazing. I also found the marriage depictions rather cynical. What a creepy wife! Yikes.

I have to disagree with Michael and say that this video is certainly not overproduced. It's WELL produced with a keen eye toward high production value---as are all of the BlendTec videos. While they might not have started in a studio, the video above was certainly shot in a studio with pro lighting, sound and editing. That's something you're all going to be seeing at TON more of in 2009. Broadcast-quality videos on the web.

And, not to soapbox here, but I personally hate the term "viral video" because no one can firmly say what it means (or say they run a company that specializes in creating viral videos). BlendTec produced high-quality videos and have an outstanding success story complete with sales figures to back it up. But despite being called "viral", their videos get far fewer views than videos of some guy getting hit in the crotch with a baseball or a jackass jumping off his roof and missing his pool. They're all considered "viral", but if you're a corporate communicator, do you really want to measure your success against standards set by a dude getting punched in the crotch?

We are all getting pigeon-holed by this unoriginal stereotypical horsecrap. The suggestion that there's only one right way is faulty, lazy even. I might chuckle but I'm not inspired. To shop or otherwise.

My wife, who like Kara and MaryanneJ, is not big on jewelry as a gift for the holidays, sent me this email as a link. It is probably one of only two times in her life she sent me a viral email. Her reasoning was simply that she thought it was funny. I don't think it was overproduced, and in our house it didn't sell any jewelry or advance the Penney brand. But what it did do was remind me that what's funny to my wife doesn't always hit the funny bone for me, and visa versa. All this did was remind me of a couple of really bad anniversaries and birthdays, until I learned what not to buy.

I thought it was quite funny and had a great laugh about the 'extra RAM for her computer...' Worth forwarding on.

Overproduced? Depends on what outcomes they were after, don't you think?

I don't think that they managed to connect viewers to their brand in the way that Blendtec has. Blendtec makes you think their blenders are stonger and better than any other. JC Penney's doesn't say anything about why their jewelry over others.

Successful in getting attention, not necessarily successful at connecting people long term with the brand.

Maybe if they did another 10 good ones, we'd start to see JC Penney jewelry as a brand with distinct personality and actually choose it over others...

But I'm not the target market, am I! A certain subset of guys are. Wonder what they think.

I'm with Kara on this. I have more jewellery and silk scarves than I can remember to wear. On the other hand, one year I dropped hints about a dutch oven. Not romantic, protested my husband, but he took the hint. I use it at least once a week. And that was a nice-looking vacuum cleaner. And the RAM thing was cute.

My dentist and her assistant were cooing over a pretty necklace one of had received for her birthday. Then they asked me what I got for my birthday. A history book on 9th to 12th century England, I told them. They didn't know what to say until I assured then it was one of my interests

Yes, some women love the candy, flowers and bling. But not all.

Sexist tripe? Yes

Funny? Mildly

While men may be horrible gift givers, women don't need to be stereotyped as gold diggers who look forward to each gift-giving holiday as a gold and diamond cash in.

I wouldn't want anyone to buy me jewelry because I'm not interested in the wearing generic, boring crap shoved down our throats by generic, boring retail America.

If my husband gave me RAM for my PC, I'd be giddy, especially if he left a quippy note like that.

Over produced? Yes.

Funny? Yes.

Successful? Maybe.

The concept is something most men can relate to because deep down, we're all horrible gift givers even if we have the best of intentions. Unfortunately, all this viral ad tells men is to buy something shiny, sparkly, diamondy and expensive for women. Virtually no thought is put into buying jewelry. While every woman probably will love the fact you got her jewelry, it's not the best gift. If you want to give a good gift, listen to her. Find out what she's really interested in. A little thought goes a long way.