JCPenney’s Nice’s Try with Video

This will be pretty quick. A friend sent me a link today with a video from JCPenney. JCPenney is hawking their jewelry during the holiday season and has created a video encouraging men to deck out the lady in their life with a little extra bling. The idea of it makes a lot of sense and truthfully, my friend loved the video. His quote? “Funny sh#*.” I didn’t find it as funny (maybe I spend too much time in the literal dog house). I also didn’t find it all that effective. Why?

1. They never acknowledge their may be a stigma associated with any jewelry from JCPenney. There is. Accept it and deal with.
2. The video, at close to five minutes, is overly long and could be half the time and as valuable.
3. There’s no obvious “Send to a friend” link so people are forced to copy the link from their browser and send it that way. Why not make viral easier?
4. It allows Facebook interaction, but it would be easier just to allow people to post it to their Facebook page.
5. There’s no clear call to action. There should be something that compels men to actually visit the site or the store (e.g., a discount code, contest, etc…)
6. Why is the box to collect visitors’ email not found on every page?

I’ve ranted enough. Check it out for yourself and let me know what you think. JCPenney Dog House video.