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  • 27-AUG-2024 | Excerpt from Ogilvy’s Hathaway “India Ivory” Ad

27-AUG-2024 | Excerpt from Ogilvy’s Hathaway “India Ivory” Ad

Author

Dan Bogachek
August 27, 2024

Excerpt from Ogilvy’s Hathaway “India Ivory” Ad

India Ivory is the world’s most subtle shade of shirting. British army officers discovered it in the bazaars of Madras.

It is less bumptious than white. It never glares — and it goes with any tie or suit.

London’s custom shirtmakers were quick to realize the practical possibilities of this ivory tone. Now Hathaway brings it to America in a drip-dry shirt — where its versatility will be a daily godsend.

If you are still doubtful about shirts that don’t need ironing, Hathaway’s new drip-dry fabric will change your ideas. We spent years tracking down the exact blend of Dacron and cotton that would satisfy our persnickety cutters. It was worth the wait. Hathaway’s blend dries as sprucely as if it were ironed. And it is as light and cool as any batiste. A blessing in summer.

Let’s write this out line by line.
Now we can see, extra clearly, just how tight everything is:

India Ivory is the world’s most subtle shade of shirting.

British army officers discovered it in the bazaars of Madras.

It is less bumptious than white.

It never glares — and it goes with any tie or suit.

…

It was worth the wait.

Hathaway’s blend dries as sprucely as if it were ironed.

And it is as light and cool as any batiste.

A blessing in summer.

These sentences take so little effort to say out loud or read.
They’re easy to digest.

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].