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How Far Should Guys Unbutton Their Shirts? This Helpful Ad Shows You, On a Wolf Scale


Wolves are everywhere in manly man advertising like the Old Spice campaign. But there is such a thing as too much wolf, apparel company Johnnie-O claims in a new commercial from ad agency Ignited.

At issue is how far down guys should unbutton their shirts on a night out. Too far down, and you'll gross people out with "Too Much Wolf." Too buttoned up, and you'll suffer from "Too Little Wolf" and be just as much of an outcast.

Johnnie-O demonstrates both extremes below, with help from actual wolves—as well as Vine star Arielle Vandenberg.

As you can see, Johnnie-O has devised a solution: the Tweener Button, designed by Johnnie-O founder John O'Donnell (the brother of actor Chris, by the way). It's an extra, hidden button in between the second and third buttons, and it could just be your savior.

Though, as a rule, it's probably wise to avoid any dudes who bring stuffed wolves with them to the bar.

Client: Johnnie-O
Founder: John O'Donnell
CEO: Dave Gato
Marketing Director: Kim Rohm
Marketing Specialist: John Graham
Ecom Manager: Clare Berner
Ecom Asst Manager: Jessica Cashen
Graphic Designer: Melissa Castro

Agency: Ignited
CCO: Eric Springer
Art Director: Amy Matheu
Copywriter: Joseph Katool
Copywriter: Brian Hallisey
Agency Producer: Eric Edmonds
Account Director: Christel Roldan

Production Company: Rodeo Show
Director: Michael Koerbel
Producer: Raphael Leopold
Line Producer: Chris Ruiz
DP: Joshua Hess
Sound Design/Sound Mixing: Endless Noise
Music/original song: Drew Cole

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