Print ad
The Man in the Hathaway Shirt
Hathaway · 1951
- Agency
- Hewitt, Ogilvy, Benson & Mather
- Campaign
- The Man in the Hathaway Shirt
Analysis
A man in a white shirt wears an eye patch inside a textile workshop. The unexplained detail gives a routine shirt photograph a story.
“The man in the Hathaway shirt”
Story appealDistinctive character
Why it worked
The eye patch makes the reader wonder who the man is. The workshop and detailed copy connect that curiosity to the shirt's construction.
Lesson
Give a product photograph one detail that creates a useful question.