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An Ode To The Hathaway Man


A personal project from photographer Jodie James

Woman wearing a white tee with a slogan, wearing an eyepatch and holding a rifle..

"Legacy is a funny thing, an ethereal echo of one's journey through time. It's the indelible mark left on the fabric of existence, shaped by the choices we make and the lives we touch. Our legacy can weave through the lives of others, influencing their paths in often unforeseen ways, an imprint that can inspire, provoke, and resonate across generations.

Ultimately, our legacy is the tale told long after we've taken our final bow—a story of impact and meaning that transcends our mortal years and lives on in the hearts and minds of those we've touched.

This twist on a classic campaign pays homage to the brand's enduring appeal while offering a contemporary perspective, inviting viewers to appreciate its iconic essence in a new light" - Jodie James.

The Hathaway Man is associated with a famous and iconic marketing campaign that dates back to the mid-20th century. This campaign was created for Hathaway, a men's clothing brand known for its dress shirts. It is often considered one of the most successful and enduring advertising campaigns in the history of advertising.

The campaign was developed by the advertising agency Ogilvy & Mather, specifically by the agency's founder, David Ogilvy. The key element of the Hathaway Man campaign was the use of a distinctive, eye-catching image: a distinguished-looking man wearing a Hathaway shirt and an eyepatch. The eyepatch was the focal point of the campaign and added an air of mystery and intrigue to the character. The idea was to associate the Hathaway shirt with sophistication and exclusivity.

The initial ad featuring the Hathaway Man with an eyepatch was so successful that it continued to be used in various iterations for many years. The campaign effectively communicated the message that wearing a Hathaway shirt would make a man feel and look more distinguished and unique.

The Hathaway Man campaign is often cited as an example of the power of storytelling and branding in advertising. It demonstrated how a memorable and distinctive character can become closely associated with a brand and leave a lasting impression on consumers.

While the campaign began in the mid-20th century, Hathaway shirts have continued to be sold, and the brand remains recognised, although the specific campaign may have evolved or changed over the years

Woman wearing a white Tee and eyepatch

Being creative and stepping outside the box is the key to standing out in a world filled with conformity. When you dare to break the mould and approach problems or ideas with a fresh perspective, you capture people's attention and leave a lasting impression.

It's the innovators, the dreamers, and the risk-takers who make waves and inspire change. Creativity not only sparks curiosity but also fosters growth, pushing the boundaries of what is possible. In a sea of similarity, those who dare to be different are the ones who truly shine and leave an indelible mark on the world.

And that’s just what Jodie has done here, eye patches for all!


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