I don’t know if I’ve ever been more confused by a campaign. I’m not sure what chest hair has to do with chocolate milk. Do you?

An English dairy company called Arla had a one-of-a-kind, all human, male chest hair coat made for their newest ad campaign. It seems that this dairy company wants men to enjoy chocolate milk and get back to their manly man roots.

Apparently there is nothing more manly than wearing another man’s chest hair as a coat? Yep, I’m not quite getting it. Why doesn’t this dairy company challenge every man to be manly enough to sport a mustache? A chocolate milk mustache, that is.

I think the only thing that is more disturbing than this coat even existing is the cost of making this scratchy outer garment, which was $3,900. I don’t think there is any amount of money that someone could pay me to weave this hair garment together.

Another thing that I would like to know is why did Arla choose a coat? Is a coat really manly? I was thinking perhaps a pair of suspenders, or a nice pair of chaps would be a little bit manlier.

What I think would be the manliest would be for men to just keep their chest hair.

Joy Larson is a mother of four boys, graduate of the University of Montana, animal lover and writer.