The Power of a Single Quirk: The Man in the Hathaway Shirt
Sometimes, all it takes is one odd detail to make people stop and stare. This iconic Hathaway ad turned a simple shirt model into a legend—with just one accessory: an eyepatch.
Marketing Analysis
The eyepatch wasn’t explained. It wasn’t flashy. But it instantly made the man interesting. Suddenly, the shirt wasn’t just a shirt—it was a story. The ad invited the viewer to fill in the blanks and imagine who this mysterious man might be.
Why It Works
Mystery triggers curiosity: People are wired to complete unfinished stories.
Contrast grabs attention: The black eyepatch pops against clean, formal styling.
Association by intrigue: The shirt becomes tied to sophistication and depth.
Memorable simplicity: One distinctive feature = instant brand recall.
Examples
Dos Equis’ “Most Interesting Man in the World” campaign
Old Spice’s surreal “The Man Your Man Could Smell Like” ads
Apple’s “Think Different” featuring unconventional icons
Creative Variations
Hand-drawn pen style
Classic 1950s print ad
Futuristic style
Funny style