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  • 8-JUL-2024 | Excerpt from Hathaway’s “Sea Island” Ad by Ogilvy & Mather

8-JUL-2024 | Excerpt from Hathaway’s “Sea Island” Ad by Ogilvy & Mather

Author

Dan Bogachek
July 08, 2024

Excerpt from Hathaway’s “Sea Island” Ad by Ogilvy & Mather

Hathaway imports Sea Island cotton shirting

From St. Vincent in the British West Indies comes a cotton which looks like silk. It is called “Sea Island,” and it is much in vogue among English boulevardiers.

Sea Island cotton has been described as “soft as swansdown, lustrous as satin, absorbent as wool, durable as linen.” During the war the Royal Air Force used it instead of silk for parachutes.

The secret of Sea Island is that its fibres are three times as long as ordinary cotton. It is grown in the heavenly Caribbean climate, which gives it an astounding silkiness.

  • The hook sounds like a news headline… bookmarking that one for later.

  • Soft social proof: “…much in vogue among English boulevardiers.”

  • Track record: “During the war the Royal Air Force…”

  • A technical ‘how’: “…three times as long as ordinary cotton.”

  • The idea being planted: exceptional uniqueness and quality. Every detail points its “how” or “why” to this idea — over and over again.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].