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16(ish)-SEP-2024 | Hathaway's “Patch Two" Ad

Author

Dan Bogachek
September 17, 2024

Hathaway's “Patch Two" Ad

From Ogilvy & Mather’s famous Hathaway campaign.

Hathaway’s Patch Two.
The shirt you’ve been jogging for.

You’ve been chased by mean-eyed dogs. Honked at by buffoons in passing cars. You’ve run till even your teeth hurt… and then run some more.

But now you’re there. Back in trim. And it’s time to show the world the good old you.

Here, for the man in shape, is a collection of fitted shirts.

Here are shirts that follow the shape of you from shoulder to hip… without being uncomfortably snug. Shirts cut with an extra measure of length so that they stay fitted when you bend over or stretch.

They are Patch Two fitted shirts. A young, bold look from Hathaway. For the new old you.

The fitted shirt for the man who is fit. 🏁 

  • The hook: immediately grabs attention with “you.”

  • Afterwards, we twist the knife. Then, twist some more. We’re getting the reader into their body — remembering how much pain they went through to get into shape.

  • Appeal to identity: “for the man in shape”, “for the man who is fit.” This specificity compels the right audience to self-select.

  • Then we switch from pain to celebration by putting the reader themselves in the limelight. “And it’s time to show the world the good old you.” “For the new old you.” The underlying message: ‘you deserve this.’

  • Complete ideas, not necessarily complete sentences.

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].