David Ogilvy's "The Man in the Hathaway Shirt"

Probably the most famous print ad of all time.

 

Here's the Text of the Ad

 

American men are beginning to realize that it is ridiculous to buy good suits and then spoil the effect by wearing an ordinary, mass-produced shirt. Hence the growing popularity of HATHAWAY shirts, which are in a class by themselves.

Hathaway shirts wear infinitely longer -- a matter of years. They make you look younger and more distinguished, because of the subtle way HATHAWAY cut collars. The whole shirt is tailored more generously, and is therefore more comfortable. The tails are longer, and stay in your

trousers. The buttons are mother-of-pearl. Even the stitching has an ante-bellum elegance about it.

Above all, HATHAWAY make their own shirts of remarkable fabrics, collected from the four corners of the earth -- Viyella and Aertex from England, woolen taffeta from Scotland, Sea Island cotton from the West Indies, hand-woven madras from India, broadcloth from Manchester, linen batiste from Paris, hand-blocked silks from England, exclusive cottons from the best weavers in America. You will get a

great deal of quiet satisfaction out of wearing shirts which are in such impeccable taste.

HATHAWAY shirts are made by a small company of dedicated craftsmen in the little town of Waterville, Maine. They have been at it, man and boy, for one hundred and twenty years.

At better stores everywhere, or write C.F. HATHAWAY, Waterville, Maine, for the name of your nearest store. In New York, teleophone OX 7-5566. Prices from $5.95 to $20.00.

 

The great advertising pioneer David Ogilvy ran through 18 concepts for shirt-maker client Hathaway's ad campaign before deciding on Baron Wrangell, "The Man with the Eye Patch."

 

Hathaway had been making shirts for 116 years, but was little noticed. This ad, with the mysterious character in the eye patch, instantly catapulted Hathaway as the #1 selling dress shirt in the world.