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Malcolm Gladwell: Choice, happiness and spaghetti sauce

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"Tipping Point" author Malcolm Gladwell gets inside the food industry's pursuit of the perfect spaghetti sauce -- and makes a larger argument about the nature of choice and happiness.

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Perfect Super Bowl Ad Flashcards | Quizlet

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Start studying Perfect Super Bowl Ad. Learn vocabulary, terms, and more with flashcards, games, and other study tools.

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Classical conditioning

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Love hurts

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The commercial "Love Hurts" is a finalist for the Frito Lay's "Crash the Super Bowl" competition.

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Torpedo cooler

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Y-Torpedo Cooler --Pepsi MAX® - Super Bowl Sunday Ad Commercial 2011 YouTube

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First date

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Super Bowl Commercial 2011: Pepsi Max - First Date

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Sprite Giant Soda Machine Shower Guerrilla Marketing Campaign

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Speeches on various topics

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Get a daily email featuring the latest talk, plus a quick mix of trending content.

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Get a daily email featuring the latest talk, plus a quick mix of trending content. By subscribing, you understand and agree that we will store, process and manage your personal information according to our Privacy Policy

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man in the Hathaway Shirt

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David Ogilvy, on his way to a photo shoot for his new shirt-maker client, stopped off at a New York drugstore to buy a few 50 cent black eyepatches - and unwittingly blazed the trail for a new style of advertising.

It was 1951, and Ogilvy's client was CF Hathaway, a small shirt-maker from Maine. The company, having never advertised before, was planning to spend just $30,000 to compete with much better-known brands.

Ellerton Jette, Hathaway's president, admitted Ogilvy would never get rich handling his account - but he promised he would never fire the agency or change any copy.

Ogilvy knew he must do something unorthodox. Although he had toyed with the idea of using an eyepatch as part of the campaign, it wasn't uppermost in his mind.

Handing over the eyepatches to the photographer, Ogilvy told him: "Just shoot a couple of these to humour me. Then, I'll go away and you can do the serious job."

Later, having seen the results, Ogilvy admitted: "We knew we'd got something."

Without the eyepatch, the Hathaway campaign would have been a simple example of shirt advertising with a well-dressed man shot against an opulent background.

With the eyepatch, the ads had what Ogilvy called "story appeal", arousing reader curiosity. How, they wondered, had the man lost his eye?

The ad's impact was immediate. Its first insertion in The New Yorker cost just $3,176. Within a week, every Hathaway shirt in the city was sold.

Ogilvy claimed to have been bemused by it all. He said of the eyepatch: "For some reason I've never known, it made Hathaway instantly famous. Perhaps, more to the point, it made me instantly famous."

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History of advertising: No 110: The Hathaway man's eyepatch

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David Ogilvy, on his way to a photo shoot for his new shirt-maker client, stopped off at a New York drugstore to buy a few 50 cent black eyepatches - and unwittingly blazed the trail for a new style of advertising. It was 1951, and Ogilvy's client was CF Hathaway, a small shirt-maker from Maine.

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60 miles

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"At 60 Miles An Hour" Rolls-Royce Ad by David Ogilvy

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An exclusive example from our swipe file ... "At 60 Miles An Hour" Rolls-Royce Ad by David Ogilvy - one of the many profitable marketing & rare copywriting examples from our huge archive.

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