The companys sales doubled in less than five years. The man in the hathaway shirt ad by david ogilvy swipe. Hathaway, founded by charles f hathaway on appleton street in waterville in 1853. I did some digging around and found he was a real character. Then on september 22, 1951, in the new yorker magazine, an advertisement ran that changed all that. Hathaway mens long sleeves crew neck relaxed fit sweat shirt. Hathaway in 1951, ogilvy became inspired by photos of politician lewis douglas sporting an eye patch and put one on.
On a whim, ogilvy decided to photograph his male model wearing a hathaway shirtand an eye patch. Hathaway shirt account, they thought of the timetested testimonial approach. Hathaway, and its successor, warnaco, operated the facility until 2002 when it closed for good. Rarely has a symbol become so identified with a product. Leather dragon eye patch, dragon scale eye patch, snake eye patch, unisex eye patch, black eye patch, black dragon eye patch. Dec 04, 20 the eye patch was a great story and created an emotional connection with consumers. The man in the hathaway shirt, who would be pictured in that series of romantic locations, was created to give the ads a fictional element. No matter what youre looking for or where you are in the.
No matter what youre looking for or where you are in the world, our global marketplace of sellers can help you find unique and affordable options. It was one of the most successful ad campaigns of the 1950s. Hathaway shirt gets a patch job philadelphia business journal. Oct 16, 2015 wishing to do something unique, ogilvy remembered lewis douglas, the american ambassador to uk, who wore an eye patch after a fishing accident. Back in the 1950s, hathaway shirts were advertised heavily in upscale magazines like the new yorker. Dec 02, 1996 if youre over 40, the hathaway name might conjure up a quirky ad campaign featuring celebrities adorned with eye patches pitching highquality mens dress shirts that have been seemingly forgotten. How a 5cent eyepatch created a million dollar story sitepoint.
Wishing to do something unique, ogilvy remembered lewis douglas, the american ambassador to uk, who wore an eyepatch after a fishing. Ogilvy called this advertising gimmick storyappeal. Hathaway shirts will live on, but they will no longer carry the. But behind their stats, they are very desirable for their appearance as part of a roleplaying outfit, if someone has take your eye in endless wars in the. Without the eyepatch, the hathaway campaign would have been a simple example of shirt advertising with a welldressed man shot against an. In its heyday, hathaway also made the viyella sport shirt popular in the us made with 80% cotton, 20% wool. Consider this, a black eye patch did away with the rough patch in hathaway shirts fate, without leaving any creases. Back in the 1950s, this guy pictured right ellerton jette was ceo of a small mens shirt company called hathaway. If they didnt use the eye patch, it would be nowhere near as. Inspired by a picture of public servant lewis douglas, who had lost an eye in a fishing accident, david ogilvy recruited baron george wrangell, a russian aristocrat with 2020 vision, to appear in the ads.
It was founded in 1837 and made uniform shirts for union soldiers during the american civil war. The hathaway man was a ubiquitous term there for a while. Within a week, every hathaway shirt in whole new york was sold. For some reason, the eye patch created a sensation it gave the shirt a higher quality and a higher level of sophistication. Tab collar questions ask andy about clothes forums. There was one more twist in the final executions, the man would be wearing an eye patch. Oct 10, 2008 on a whim, ogilvy decided to photograph his male model wearing a hathaway shirtand an eye patch. David ogilvy, creator of some of advertisings most memorable icons, including the debonair hathaway man with his black eye patch and commander edward whitehead touting schweppes tonic, died.
The man in the hathaway shirt ad by david ogilvy swipe file. Jun 24, 2011 the iconic eye patch was just a by product of that priceless lesson. The dos equis man in the hathaway shirt branding tma. Hathaway shirts became an overnight sensation and all stores were sold out of hathaway shirts by the end of the week after the campaigns launch. Created by famous ad man david ogilvy, the man in the hathaway shirt campaign ran in magazines in the early 1950s. But behind their stats, they are very desirable for their appearance as part of a roleplaying outfit, if someone has take your eye in endless wars in the world of warcraft. Create or complete your pirate costume or hathaway shirt costume with this black satin pirate eye patch. Hathaway shirt ellerton jette ad by david ogilvy swipe.
Hathaway made many other shirts than the tab collar. The success of the hathaway ad is a reminder that sometimes all you need is one unexpected, outofplace element to draw people in. Hathaway shirt gets a patch job philadelphia business. The man in the eye patch brought fame not only to the 146yearold shirtmaker, but also to david ogilvy. This eye patch created an air of mystery around the man in the hathaway shirt. When the man in the hathaway shirt appeared for the first time in the new yorker magazine in. He was an aristocratic looking chap with a military moustache and an eye patch. The story of the the man in the hathaway shirt advertising was very successful. View more an excerpt from ogilvy on advertising on how ogilvy was led to the idea. Etsy is the home to thousands of handmade, vintage, and oneofakind products and gifts related to your search. When the ads ran in the new yorker, hathaway s entire stock sold out. Consider this, a black eye patch did away with the rough patch in hathaway shirts fate, without leaving any creases, smoothly, and how.
Ogilvy was inspired by the secret life of walter mitty and a photo of ambassador lewis douglas, who was wearing an eye patch due to an injury he received on a fishing expedition. Steve patch johnson stephen nichols, days of our lives tv guide. May 15, 2017 the eye patch was a great story and created an emotional connection with consumers. The eye patch was a great story and created an emotional connection with consumers. In the second ad, the gun plays a similar role to the eye patch. We all hate aristocrats, but we would like to be one. Whatever it is, and however it came to be, through fashionable asymmetry it neatly conveys the fact that the wearer is either 1 an experienced combatant or 2 secretly a badass. Shop hathaway platinum long sleeve dress shirt overstock. The new owners i foreget who they were did nor keep up the hathaway quality, and the brand passed on. Aug 16, 2011 but hathaway shirts catapulted to success with the introduction of a debonair, silverhaired, eyepatch wearing brand icon simply called the man in the hathaway shirt. Rather more alarming is the sinister looking gent with the steely gaze and the eye patch. F hathaway company was founded in waterville, maine in 1837.
David ogilvys man in the hathaway shirt, with his trademark eye. When the ads ran in the new yorker, hathaways entire stock sold out. It was founded in 1837 and made uniform shirts for union soldiers during the. While working on an ad campaign for shirt manufacturer c. The man in the hathaway shirt ad appeared for the first time in the magazine the new yorker of september 22, 1951. At the shoot, he asked the model to wear an eye patch for a few shots. Eyepatches and concealing hairdos abound in leiji matsumotos works captain harlock, queen emeraldas, space battleship yamato in 11eyes, kakeru has a blind right eye, covered by an an overly. The men behind the man in the hathaway shirt the prisoner. The man in the eye patch brought fame not only to the 146yearold shirtmaker, but also to david ogilvy and, in. The man in the hathaway shirt campaign was an instant success. Its shirts were later promoted in a classic advertising campaign featuring a man with an eye patch. Wishing to do something unique, ogilvy remembered lewis douglas, the american ambassador to uk, who wore an eyepatch after a fishing accident.
In 1947, harold rudolph, who had been research director in stirling getchels agency, published a book on the subject. Eyepatches are one of the many forms of head items. For years, they had the man in the hathaway shirt modelling them. Therefore, a man in an eye patch would easily be confused with the.
The advertisements featuring a man with an eye patch are imprinted in the memories of many men who also remember fathers and grandfathers who wore hathaway shirts. By posing a handsome, silverhaired model with an eye patch in a hathaway shirt and putting that line underneath the photo, ogilvy struck a chord in the american imagination. But consumer research told them the man with the eye patch. Oct 20, 2002 its shirts were later promoted in a classic advertising campaign featuring a man with an eye patch. The iconic eyepatch was just a by product of that priceless lesson.
The moment he saw the photos with the eye patch, he knew. Ogilvy got the idea for the patch, he said, from a photo of ambassador. The eloquent baron george wrangell appeared handsomely dressed in a hathaway shirt wearing an eyepatch, with the slogan the man in the hathaway shirt. The man would no longer seem interesting enough to carry the ad. Designed with a convex shape to allow for eye movement and less pressure.
Shop for hathaway platinum long sleeve dress shirt. When the man in the hathaway shirt appeared for the first time in the new yorker. Get free delivery on everything overstock your online mens clothing shop. Nov 19, 2015 on the way to the shoot, he passed a five and ten cent store where he bought a few cheap eye patches. But these were perfect to go with the eye patch i sent. They grew to become a premeir us company, but being family owned, they sold out. The ads would have story appeal as ogilvy would later say.
He became the 1950s version of the most interesting man in the world. Hathaway is most famous for its man with an eye patch advertising campaign. On the way to the shoot, he passed a five and ten cent store where he bought a few cheap eye patches. Ogilvy was inspired by the secret life of walter mitty and. In the second panel, they are coming out of the store, with eye patches on. Hathaway shirts will live on, but they will no longer carry. Ellerton jette owns 279 hathaway shirts when it comes to ogilvys hathaway ads, the first thing most people think of is the hathaway man with the eye patch. Ogilvy called this advertising gimmick storyappeal, saying that it would make people want to know about the man in the dress shirt.
Hathaway company was a private manufacturer of shirts for men and boys, located in waterville, maine. It later made uniform shirts for union soldiers during the american civil war. Eyepatch wowpedia your wiki guide to the world of warcraft. It might be an eyepatch, a particularly concealing haircut, or a tilted hachimaki. If they didnt use the eye patch, it would be nowhere near as successful. If youre over 40, the hathaway name might conjure up a quirky ad campaign featuring celebrities adorned with eye patches pitching highquality mens dress shirts that have been seemingly. But hathaway shirts catapulted to success with the introduction of a debonair, silverhaired, eyepatch wearing brand icon simply called the man in the hathaway shirt. For protecting the eye while recovering from an eye injury or medical procedures.
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