The Man in the Hathaway Shirt: How One Eyepatch Sold Millions

This ad is a masterclass in storytelling with a single visual twist: the eyepatch. By simply adding one unexpected detail, copywriter David Ogilvy turned an ordinary shirt ad into a story you couldn’t ignore.

Why It Works

• The eyepatch adds instant intrigue—who is this man, what’s his story?

• It sells a feeling (mystery, confidence, style) instead of just fabric.

• Strong contrast between luxury (champagne, ascot) and ruggedness (eyepatch).

• Subtle copy reinforces sophistication with precise details like “987,693 tiny windows.”

Real-World Examples

• Dos Equis’ “Most Interesting Man in the World” campaign borrowed the same intrigue tactic.

• Old Spice’s “The Man Your Man Could Smell Like” used humor to elevate a commodity product.

• Apple’s “Think Different” made tech about identity, not specs.

Creative Variations

Hand-drawn pen style

Classic 1950s print ad

Futuristic style

Funny style