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16-SEP-2025 | Hathaway's “Patch Two" Ad

Author

Dan Bogachek
September 16, 2025

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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: grabs your 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.’