This Clever Ad Highlights the Johnnie-O 'Tweener' Button for Menswear

 - Nov 3, 2015
References: adweek
This comical ad from 'Johnnie-O' teaches men how to show the appropriate amount of chest and chest hair by using the brand's 'Tweener' button. The Tweener button is small hidden button attached to all of the brand's shirts, which allows men to button up their shirt without being too revealing nor too conservative.

The ad uses wolves to create a metaphor, which explains that it's not good to be "Too Much Wolf" or "Too Little Wolf." In order to fully display its core message, this ad follows a woman who walks into a bar. She sees a man with far too much chest showing followed by a man with not enough chest showing. Finally she greets one man who is using the Johnnie-O button and has just the right amount of hsi chest revealed.

The ad is cleverly executed and reminds its audience of the 'Goldie Locks and the Three Bears' fairytale while using humor to promote Johnnie-O's brand message.