Johnnie-O will introduce its first digital advertising campaign, a short film promoting its “Tweener” shirt, on Tuesday.
Titled the “Right Amount of Wolf,” the film features social media influencer Arielle Vandenberg and has an original song by musician Drew Cole. The ad was developed by Los Angeles-based Ignited Media and shows Vandenberg’s impression of three different men at a bar. One is wearing a shirt buttoned too low, showing “Too Much Wolf,” another buttoned too high, showing “Too Little Wolf,” and one man who gets it right in a Johnnie-O button-down shirt with the “Tweener” button, who ultimately gets the girl.
The “Tweener” shirt offers a small button, hidden in the placket, between the second and third buttons of a men’s shirt that Johnnie-O founder John O’Donnell believes solves an age-old design flaw.
“This is a universal dilemma everyone is aware of,” he said. “The button dilemma speaks volumes so this is a campaign that we think will have a lot of legs. We felt it was time to amplify the brand as we head into the holiday season. We decided to lead with the Tweener Button story because it is so simple and intuitive.”
The film will launch on social media channels including YouTube. It will run through November.
O’Donnell, brother of “NCIS: Los Angeles” actor Chris O’Donnell, created the West Coast prep brand Johnnie-O in 2005.
