Man In The Hathaway Shirt Classic Eye Patch Ad

This 1951 ad is a masterclass in branding. A simple fashion photo became unforgettable thanks to one tiny prop: an eyepatch.

Marketing analysis

Advertising legend David Ogilvy turned a regular shirt ad into a story. The mysterious man with an eyepatch made viewers stop, stare, and wonder. Was he a war hero? An adventurer? A spy? Suddenly, a shirt became a symbol of intrigue and confidence.

Why it works

• Creates curiosity instantly (the eyepatch makes you ask questions)
• Builds an aspirational identity — wear the shirt, become “that guy”
• Uses storytelling over product features
• Turns ordinary into remarkable with one visual twist

Examples

• Dos Equis’ “Most Interesting Man in the World” used the same intrigue factor.
• Old Spice’s new era ads made body wash synonymous with confidence and humor.
• Red Bull linked caffeine to extreme adventure instead of just “energy.”