“Slap an eyepatch on him.”
That’s what David Ogilvy did when creating this advert… And it launched an average brand into the stratosphere.
The eyepatch idea comes from a principle Ogilvy called “story appeal”.
Adding interest and intrigue to an image with something curious had the effect of interrupting the viewers’ expectation, evoking curiosity, and prompting them to read the headline.
And then the copy…
And then to buy a “damnably smart leisure shirt.”