Eyepatch Ignites 15-Year Shirt Selling Spree
The "Man in the Hathaway Shirt" campaign is one of advertising's most iconic and long-lasting stories. Created by marketing expert David Ogilvy for shirt company C.F. Hathaway, the campaign pioneered brand storytelling and creative difference.
A short background:
Beginning: In the early 1950s, small Maine shirt company C.F. Hathaway hired Ogilvy's ad agency. With a small budget, Ogilvy had to make Hathaway shirts stand out in a crowded market.
The Eyepatch: The brilliant idea was an eyepatch on the distinguished model.
The first ad showed a man (Baron George Wrangell) wearing a Hathaway shirt, stylishly paired with the surprise eyepatch. No text mentioned the eyepatch; it just stood as a quiet mystery. This was intentional, inviting readers to imagine their own stories about the man.
Success: The eyepatch made the ad—and the shirt—memorable. The "Man in the Hathaway Shirt" ads ran for over 15 years and became one of the most recognized campaigns in America. Hathaway shirt sales skyrocketed.
Legacy:
The campaign became an example of how a simple, unexpected element can capture the public's imagination and make a product unique. It showed the power of storytelling and intrigue in advertising.
Ogilvy's Insight: David Ogilvy knew that people are drawn to stories and mysteries. By adding the unexplained eyepatch, he caught people's curiosity. They might not remember the specifics of the ad, but they'd remember the Hathaway Shirt because of the man with the eyepatch.
The "Man in the Hathaway Shirt" remains proof of Ogilvy's early belief in "branding" before that was a main idea in marketing. It brilliantly shows how a unique selling proposition, combined with creative storytelling, can lift a brand above competitors.