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  • 21(ish)-APR-2024 | Excerpts from Ogilvy’s “Mercifully Restrained” Hathaway Ad

21(ish)-APR-2024 | Excerpts from Ogilvy’s “Mercifully Restrained” Hathaway Ad

Author

Dan Bogachek
April 22, 2024

Excerpts from Ogilvy’s “Mercifully Restrained” Hathaway Ad

This ad would probably make Simon Sinek burst into song.

To steal from Sinek, it’s ‘cause this copy starts with why. There is a cause — a purpose — behind it all.

“We believe in this ideal. And to do right by that, we’ve created something which meets our very particular standards. You’re welcome.”

Hathaway presents a mercifully restrained new strip
— woven from Dacron and cotton in the cause of good taste

Hathaway is adamant. Striped shirts should look crisp, stay neat, and exude an air of quiet individuality.

Hence the introduction of the shirt you see above. These stripes will never clash with your tie or leap off the shirt at you. They are far too discreet.

The secret of their subtlety is in the weaving. Every strand of color is cross-woven with a strand of white. Which explains the stripes’ quiet understatement. Mercifully restrained.

…

A shirt of this ingenious stuff stays fresh and unwilted for 24 hours. It also shrugs off dirt. Never puckers or wilts along with seams. Drip-dries overnight without a trace of wrinkling. And rarely needs the attention of an iron — a boon when traveling.

Notes:

1) “You.”
2) Passive voice — but it works, yet again?! I’m starting to question my personal ban on passive voice…

“Hathaway is adamant”
“They are far too discreet”
“The secret of their subtlety is in the weaving” (Wowza, double whammy on that one. “Of” and “is”!)

To be continued.