He was an aristocratic looking chap with a military moustache and an eye patch. Aug 16, 2011 the man in the hathaway shirt became a pop culture phenomenon, and his iconic eye patch was borrowed by other brands. The man in the hathaway shirt in 1951, david ogilvy used the same tactic when he created the first ad in his the man in the hathaway shirt campaign. Nov 11, 2015 the man in the hathaway shirt became hugely successful for the company and featured in dozens of advertisements till well into the 1980s. Black satin eyepatch create or complete your pirate costume or hathaway shirt costume with this black satin pirate eye patch. It was common to see ads with babies, women, and even cows wearing an eye patch. May 15, 2017 the story of the the man in the hathaway shirt advertising was very successful.
The company, having never advertised before, was planning. The hathaway man works to get a discouraged hand model who lost part of a finger in a car accident back into modeling. Rarely has a symbol become so identified with a product. David ogilvys man in the hathaway shirt, with his trademark eye patch, was regarded as the height of adventurous sophistication at the time. He became the 1950s version of the most interesting man in the world. Hathaway reveals the truth about men who wear dripdry shi. May 26, 1996 but the company had long since all but stopped advertising hathaway shirts nationally, and the man with the eyepatch had been retired in 1990. The copy never told you why this man wore an eye patch, but it told you everything about the shirt he was wearing. In 1947, harold rudolph, who had been research director in stirling getchels agency, published a book on the subject. I did some digging around and found he was a real character. Hathaway, which has been making shirts in maine for 165 years, will go the way of arrow and. Eye logo stock photos download 1,789 royalty free photos. The hathaway campaign also has a great story behind it. Its an ad for a short but created a myth and a legend in one fell swoop without ever deviating that the shirt is the primary reason that three thousand dollars was being dropped on a single magazine ad that reached approximately 350,000 people in 1951.
Details about light rig for summer hathaway batiste madras shirt ad 1957 eyepatch. Perhaps, more to the point, it made me instantly famous. Back in the 1950s, this guy pictured right ellerton jette was ceo of a small mens shirt company called hathaway. The success of the hathaway ad is a reminder that sometimes all you need is one unexpected, outofplace element to draw people in. The man in the hathaway shirt ad by david ogilvy swipe. Nov 19, 2015 the man in the hathaway shirt campaign was an instant success. This is one of hathaways new suburban shirts ad 1956. The moment he saw the photos with the eye patch, he knew. He handled accounts such as helen rubenstein, dove, hathaway shirts the man with the eye patch, schweppes and rolls royce. High quality hathaway inspired tshirts by independent artists and designers from around the world. Oct 19, 2014 david ogilvys man in the hathaway shirt, with his trademark eye patch, was regarded as the height of adventurous sophistication at the time. If they didnt use the eye patch, it would be nowhere near as successful. Oct 19, 2002 waterville, maine a lastditch attempt to save the nations last major shirt manufacturing plant stitched its last button down and sewing machines came to a halt friday at the plant whose shirts were made famous by the manwithaneyepatch logo.
Another example is the classic ogilvy ad, the man in the hathaway shirt. Mar 06, 2019 but youve probably seen the more current incarnation, the dos equis campaign featuring, the most interesting man in the world. The hathaway mans eyepatch david ogilvy, on his way to a photo shoot for his new shirtmaker client, stopped off at a new york drugstore to buy a few 50 cent black eyepatches and unwittingly blazed the trail for a new style of advertising. It was founded in 1837 and made uniform shirts for union soldiers during. Oriental cat with big ears hand drawn image sunglass hut company store logo at. It was 1951, and ogilvys client was cf hathaway, a small shirtmaker from maine. This new book traces the history of the hathaway shirt, beginning with the early years and concentrating on the styles portrayed in. Then on september 22, 1951, in the new yorker magazine, an advertisement ran that changed all that. The man in the hathaway shirt the marketing society. The man behind the man, behind the man in the hathaway shirt. Light rig for summer hathaway batiste madras shirt ad 1957.
When the ads ran in the new yorker, hathaways entire stock sold out. December 14, 2017 sunnyvale ca usa target logo on the local store facade oriental cat with big ears hipster animal hand drawn illustration for tattoo, emblem, badge, logo, patch, t shirt. Hathaway consolidates operations spread over several locations in waterville to its current manufacturing facility on water street. Ogilvy called this advertising gimmick storyappeal, saying that it would make people want to know about the man in the dress shirt. All orders are custom made and most ship worldwide within 24 hours. Ironically for their 120 years or so they did little or no advertising to the general public, promoting their.
Hathaway introduces the first sea island oxford shirt ad 1957 eyepatch. How a 5cent eyepatch created a million dollar story sitepoint. How much the sales of eye patches went up isnt known, but hathaways shirt sales doubled in less than five years. Hathaway company closed its maine factory in 2002, making it the second to last major american shirt company to produce shirts in the united states. Jan 28, 2012 at the time, i thought the hathaway shirt man and his signature eyepatch were badass. David ogilvy biography, birth date, birth place and pictures. While you are waiting buy a dripdry shirt from 1961 and help this man buy the glass eye he so desperately needs. Hathaway company was a private manufacturer of shirts for men and boys, located in waterville, maine. Back in the 1950s, hathaway shirts were advertised heavily in upscale magazines like the new yorker. In 1947, harold rudolph, who had been research director in stirling getchels agency, published a. David ogilvys man in the hathaway shirt, with his trademark eye. In the second ad, the gun plays a similar role to the eye patch. Baron george wrangell wears a black eyepatch in the famous man in the hathaway shirt advertising series. Ogilvy was inspired to create the man with the eyepatch campaign by a photograph of lewis williams douglas, an american diplomat, politician and businessman who had lost an eye in a fishing.
So it is with a kind of start, really, that one comes upon a color photo of a trim militarylooking man, wearing a crisp white dress shirt and a black eyepatch. Hathaway company was founded in 1837 in waterville, maine, manufacturing shirts for soldiers in the civil war. Hathaway began as a small business in the 1830s and was still a small business in 1950. But the company had long since all but stopped advertising hathaway shirts nationally, and the man with the eyepatch had been retired in 1990. Its worth a fresh look at the original campaign upon which these are based david olgivys the man in the hathaway shirt, that began in 1951 and lasted for decades. He is the man with the eyepatch the man in the hathaway shirt ad. The 1950s was the golden age for oglivys advertising company. The man would no longer seem interesting enough to carry the ad. Hathaway shirt account, they thought of the timetested testimonial approach. Ironically for their 120 years or so they did little or no advertising to the general public, promoting their product mainly to the trade or through small newspaper ads or signage at the stores. Sep 09, 1983 hathaway is interested in reaching more men than women, for, to quote mr. Why did that work and how did he hit upon that idea. Dimarco, research shows that the higher the price of the shirt, the more likely that the man will buy it himself. Youve probably seen the recent dos equis ads and commercials featuring the most interesting man in the world.
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. The man in the hathaway shirt awai american writers. I am trying to find out his back story and whether or not the kaiser stole his eyeball. When the man in the hathaway shirt appeared for the first time in the new yorker magazine in. View more an excerpt from ogilvy on advertising on how ogilvy was led to the idea. This eye patch created an air of mystery around the man in the hathaway shirt. The agency was so successful by 1957 that oglivy turned away 50 clients that year. Thats a direct swipe of david ogilvys, the man in the hathaway shirt, which well get to in a minute. For years, they had the man in the hathaway shirt modelling them. Created by famous ad man david ogilvy, the man in the hathaway shirt campaign ran in magazines in the early 1950s. Douglas congdonmartin from its founding in 1837 hathaway shirts has been the bellweather for quality and style. So you read through the long and detailed description of the shirt, but the man s secret is never revealed. 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.
Hathaway, and its successor, warnaco, operated the facility until 2002 when it closed for good. A mans man, explains hathaways vice president of marketing, albert j. And as ogilvy was to say later of the campaign and the eye patch it made hathaway instantly famous. Nov 17, 2011 man in the hathaway shirt series of ads at virtually the last moment ogilvy decided to photograph his male model wearing a hathaway shirt and an eyepatch. The company made shirts for union soldiers during the civil war. Blank stares greeted me the hathaway man has left modern. Other companies ran ads featuring eye patches on babies, dogs even cows. Advertising giant david ogilvy knew this in 1951 when he created the man in the hathaway shirt, a campaign that put a tiny company on the map by featuring a distinguishedlooking man with a mysterious eyepatch in a series of ads that continued to. David ogilvy came up with the an ad that featured a man with an eye patch wearing a hathaway shirt and ogilvys signature informative copy.
The man in the hathaway shirt ad appeared for the first time in the magazine the new yorker of september 22, 1951. How a 5cent eyepatch created a million dollar story. For some reason, the eye patch created a sensation it gave the shirt a higher quality and a higher level of sophistication. At virtually the last moment ogilvy decided to photograph his male model wearing a hathaway shirt and an eyepatch. On a whim, ogilvy decided to photograph his male model wearing a hathaway shirtand an eye patch. While working on the ad campaign, ogilvy became inspired by photos of politician lewis douglas sporting an eye patch and as a lastminute decision at the photo shoot decided to photograph a distinguished looking man wearing a white buttondown hathaway shirt and a. Waterville, maine a lastditch attempt to save the nations last major shirt manufacturing plant stitched its last button down and sewing machines came to a halt friday at the plant whose shirts were made famous by the man withaneyepatch logo.
Hathaway, founded by charles f hathaway on appleton street in waterville in 1853. Hathaway company was a private manufacturer of shirts for men and boys, located in. Art director kits and the man in the hathaway shirt. 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. In the photo, he placed an eyepatch over baron george wrangell.
The man in the hathaway shirt is a master course in copywriting. Oct 16, 2015 the man in the the hathaway shirt october 16, 2015 alex selwynholmes 3 comments during a late night movie recently, i told a couple of friends that nick fury, the cyclopean leader of the avengers is the modern hathaway man. At virtually the last moment ogilvy decided to photograph his male model wearing a hathaway shirtand an eyepatch. The man with the eye patch immediately catches your attention, and the headline reinforces the mystery around the man. But consumer research told them the man with the eye patch. It was founded in 1837 and made uniform shirts for union soldiers during the american civil war. His eyepatch of power comes into play later on when he takes banes eye out before killing the god singlehandedly. And a tagline in bold that read, the man in the hathaway shirt. Ellerton jette, the president of a little known shirt maker from waterville, maine decided that things needed to change. The man in the hathaway shirt appeared for the first time in the new yorker of september 22, 1951. The magic was created by a conspicuous black eye patch on the aristocrats right eye.
Nov 12, 2015 the man in the hathaway shirt became hugely successful for the company and featured in dozens of advertisements till well into the 1980s. To continue reading this article you need to be registered with campaign. F hathaway company was founded in waterville, maine in 1837. The man in the hathaway shirt ad by david ogilvy swipe file. One of his iconic campaigns was the hathaway shirt, the man with the eyepatch. Register here or sign in below if you already have an account. Etsy is the home to thousands of handmade, vintage, and oneofakind products and gifts related to your search.
The man in the hathaway shirt campaign was an instant success. The first time the ads appeared in the new yorker, all the stores that carried hathaway shirts sold out within the week. The eloquent baron george wrangell appeared handsomely dressed in a hathaway shirt wearing an eyepatch, with the slogan the man in the hathaway shirt. A brainchild of david ogilvy, the legendary british adman whose name is still plastered on one of the worlds largest marketing firms, the hathaway man promoted a new england shirt company which was both literally and figuratively starchy. Ogilvy was inspired to create the man with the eyepatch campaign by a photograph of lewis williams douglas, an american diplomat, politician and businessman who had lost an eye in a fishing accident. 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.
See more florida grapefruit juice just ask a jap 1943 mad men art. The companys sales doubled in less than five years. The company built the ready to wear shirt business in the united states. The hathaway man s eyepatch david ogilvy, on his way to a photo shoot for his new shirt maker client, stopped off at a new york drugstore to buy a few 50 cent black eyepatches and unwittingly blazed the trail for a new style of advertising. Rather more alarming is the sinister looking gent with the steely gaze and the eye patch.