# Concealed Shirt Button Ads This Clever Ad Highlights the Johnnie-O 'Tweener' Button for Menswear By Ady Floyd | Published 2015-10-30 | Updated 2015-11-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/tweener References: [adweek](http://www.adweek.com/adfreak/how-far-should-guys-unbutton-their-shirts-helpful-ad-shows-you-wolf-scale-167839) 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. ## Trend Insights (Trend Hunter) - Score: 1.4/10 - Popularity: 25% | Activity: 10% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### What Makes This Trend Stand Out - **Hidden Button Technology:** This trend highlights the potential for innovative hidden button designs in the fashion industry. - **Metaphorical Advertising:** This trend showcases the effectiveness of using metaphors in advertising campaigns to convey a brand's message. - **Humorous Marketing:** This trend demonstrates the power of humor as a marketing strategy to engage and entertain consumers. ### Sectors Adopting This - **Fashion:** This industry can explore and implement hidden button technology to create unique and functional clothing designs. - **Advertising:** This industry can adopt metaphors as a creative way to communicate brand messages and captivate audiences. - **Marketing:** This industry can leverage humor in marketing campaigns to create memorable and enjoyable experiences for customers. ## Related on Trend Hunter - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Burger Branded Button-Ups](https://www.trendhunter.com/trends/bbh.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Fight-Themed Whiskey Campaigns](https://www.trendhunter.com/trends/bear-fight-whiskey-ad.md)