"Ellerton Jette owns 279 Hathaway Shirts"
When it comes to Ogilvy's Hathaway ads, the first thing most people think of is the "Hathaway man with the eye patch". And in the 50s & 60s, most every one...View More
of their ads had that character. However, this one, published just a year after the original "The Man In the Hathaway Shirt" ad, featured the founder of Hathaway, Ellerton Jette. If they mentioned he was the founder right away, the headline wouldn't have as much juice. But because we don't know who the man is initially, we're left wondering why he owns so many shirts. The idea went very well with the intention of the ad, which was to sell different colored shirts. Note the polarizing view they take on white shirts in the middle of the body copy. Taking a more extreme stance made it a little bit controversial (exciting) & helped support their pitch for buying a variety of colored shirts.
