WORKS OF DAVID:

Geiness(1950)
Body Copy:

CAPE CODS: An oyster of superb flavor. Its chief enemy is the starfish, which wraps its arms about the oyster and forces the valves open with its feet. The battle lasts for hours, until the starfish is rewarded with a good meal, but alas, no Guinness.
GUINESSGUIDETOOYSTERS
NEW ORLEANS: This was Jean Lafitte's oyster, which is now used in Oysters Rockefeller. Valuable pearls are never found in ostrea virginica, the family to which East Coast oysters belong.
GREENPORT: These oysters have a salty flavor all their own. They were a smash hit with the whalers who shipped out of Greenport in olden days. Oysters contain iron, copper, iodine, calcium, magnesium, phosphorous, Vitamin A, thiamine, riboflavin and niacin. The Emperor Tiberius practically lived on Oysters.
OYSTER BAY: Oyster Bays are mild and heavy-shelled. It is said that oysters yawn at night. Monkeys know this and arm themselves with small stones. They watch for an oyster to yawn and then pop the stone in between the shells. "Thus the oyster is exposed to the greed of the monkeys."
TANGIER: This is one of the sweetest and most succulent oysters. It comes form the Eastern Shore of Maryland. Pocahontas fed Tangiers to Captain John Smith, with famous results. Oysters go down best with Guinness, which has long been regarded as the perfect complement to all sea-food.
BLUEPOINTS: These delicious little oysters from Great South Bay somewhat resemble the famous English 'natives' of which Disraeli wrote: " I dined or rather supped at the Carlton . . . off oysters, Guinness and broiled bones, and got to bed at half past twelve. Thus ended the most remarkable day hitherto of my life."
LYNNHAVEN: These gigantic oysters were Diamond Jim Brady's favorites. More fisherman are employed catching oysters than any other sea food. The Damariscotta mound in Maine contains three million bushels of oyster shells, piled there by pre-historic Bradys.
DELAWARE BAY: This was William Penn's favorite oyster. Only 15% of oysters are eaten on the half-shell. The rest find their way into stews, or end their days in a blaze of glory as "Angels on Horseback." One oyster was distinctly heard to whistle.
CHINCOTEAGUES: Many epicures regard Chincoteagues as the supreme aristocrats of the oyster tribe, but some West Coast gourmets prefer the Olympia oyster, which is no bigger than your thumbnail. Both Chincoteagues and Olympias are at their best with Guinness.
ALL OYSTERS taste their best when washed down with drafts of Guinness -- what Professor Saintsbury in "Notes On A Cellar-Book" called "that noble liquor -- the comeliest of black malts." Guinness comes from the fertile farms of Southern Ireland, and the yeast is descended from the yeast used by Guinness in Dublin one hundred and ninety years ago.


This ad was one of the agency's earliest successes. Ogilvy was so proud of this account that, when it was withdrawn a few years later, he reported, "I wept in the client's face."
In 1950, Guinness requested an ad telling people that their stout went well with oysters. Ogilvy immediately immersed himself in a Yale biologist's book on shellfish, and came up with this guide. While the product is only mentioned in 4 of the 9 oyster descriptions, the advertisement concludes, "All oysters taste their best when washed down with drafts of Guinness."



Schwepps (1953)

Body Copy:
The man from Schweppes is here(copy)

Meet Commander Edward Whitehead, Schweppesman Extraordinary from London, England, where the house of Schweppes has been a great institution since 1794.
Commander Whitehead has come to these United States to make sure that every drop of Schweppes Quinine Water bottled here has the original flavor which has long made Schweppes
the only mixer for and authentic Gin-and-Tonic.
He imports the original Schweppes elixir, and the secret of Schweppes unique carbonation is locked in his brief case. "Schweppervescence," says the Commander, "lasts the whole drink through."
It took Schweppes almost a hundred years to bring the flavor of their Quinine Water to its
present bittersweet perfection. But it will take you only thirty seconds to mix it with ice and gin in a high ball glass. Then, gentle reader, you will bless the day you read these words.
P.S. If your favorite store or bar doesn't yet have Schweppes, drop a card to us and we'll make the proper arrangements. Address Schweppes, 30 East 60th Street, New York City.


"Decide what image you want for your brand," said David Ogilvy. "Every advertisement should be a contribution to the brand image."
For 18 years, beginning in 1953, Schweppes' brand image was represented by its corporate leader, Commander Whitehead, Ogilvy christened him the "Ambassador from Schweppes" and put him in his own ads. He was an immediate hit. Anglican and dignified in demeanor and attire (sometimes with ambassadorial sash), yet playful enough to be seen picnicking or flirting, Whitehead became the living embodiment of the "scweppervescent," upscale mixer he produced.
Within five years, this campaign had helped increase Schweppes sales by over five hundred percent.


Hathaway (1953)

Body Copy:

The man in the Hathaway shirt(copy)

American men are beginning to realize that it is ridiculous to buy good suits and then spoil the effect by wearing an ordinary, mass-produced shirt. Hence the growing popularity of HATHAWAY shirts, which are in a class by themselves.
Hathaway shirts wear infinitely longer -- a matter of years. They make you look younger and more distinguished, because of the subtle way HATHAWAY cut collars. The whole shirt is tailored more generously, and is therefore more comfortable. The tails are longer, and stay in your
trousers. The buttons are mother-of-pearl. Even the stitching has an ante-bellum elegance about it.
Above all, HATHAWAY make their own shirts of remarkable fabrics, collected from the four corners of the earth -- Viyella and Aertex from England, woolen taffeta from Scotland, Sea Island cotton from the West Indies, hand-woven madras from India, broadcloth from Manchester, linen batiste from Paris, hand-blocked silks from England, exclusive cottons from the best weavers in America. You will get a
great deal of quiet satisfaction out of wearing shirts which are in such impeccable taste.
HATHAWAY shirts are made by a small company of dedicated craftsmen in the little town of Waterville, Maine. They have been at it, man and boy, for one hundred and twenty years.
At better stores everywhere, or write C.F. HATHAWAY, Waterville, Maine, for the name of your nearest store. In New York, teleophone OX 7-5566. Prices from $5.95 to $20.00.


David Ogilvy ran through 18 copy ideas for shirt-maker client Hathaway's inaugural campaign before striking on Baron Wrangell, "the Man in the Eyepatch."
With this mysterious character, Ogilvy provided Hathaway — which had produced fine shirts to little commercial effect for 116 years — with "story appeal," a concept Ogilvy had learned from research wizard Harold Rudolph. How, readers wondered, did this dashing fellow lose an eye? An assassination attempt? A barroom brawl?

Dove(1955)
　
Body Copy:
Darling, I'm having the most extraordinary experience. . .I'm head over heels in DOVE!(copy)

No, darling -- DOVE. D -- like in delicious.
I told you, sweet. I'm in the tub. Taking a bath.
A DOVE bath -- my very first. And what a positively gorgeous time I'm having! It's just as if I'd never really bathed before!
No, dear, it isn't a soap. Soap was never like this. So wickedly creamy.
That man on televison said that DOVE is one-quarter cleansing cream -- that it actually creams my skin while I bathe -- and now I really believe him.
Why DOVE even smells creamy. Such a lovely, lush, expensive smell!
Remember "The Great Ziegfeld," dear? How Anna Held bathed in milk? And Cleopatra -- one hundred
mares or something milked every day for her bath?
Well, darling. I'm all over cream. Just imagine, cream tip to toe. Arms. Legs. All of me!
And clean! Just the cleanest girl I've ever been. Smothered in suds. WHy honey, DOVE makes suds as quick as bubble bath. Oodles of suds. Oceans of. I don't know what I ever did to deserve DOVE!
Did I tell you that DOVE is sort of me-shaped? That it's curved to fit my hand, so it doesn't keep slithering away in the tub?
And you know how soap leaves your skin so dry? That nasty stretched feeling? Well, DOVE makes me
feel all velvet and silk, all soft and smooth. Just the most pampered, the most spoiled, girliest girl in the world. Darling, I'm purring.
And I won't even have to scrub out the tub when I through. DOVE leaves no bathtub ring. It says so right here on the package. Such an enchanting package, too -- all pale blue and gold.
Sweet, I can't imagine why I used to save DOVE only for my face. Soap is soap, but a bath with DOVE is heaven!
And just think, darling -- tomorrow night, I can do it again.
NOTE TO EAVESDROPPERS
You can buy the remarkable new bath and toilet bar called Dove today, at your favorite store. Dove is a completely new formula. DOVE makes rich lather in hardest water. And because DOVE creams your skin while you bathe, DOVE is good for your skin. Lever Brothers, makers of DOVE, guarantee that DOVE is better for your face, your hands, all of you, than regular soap. If you don't agree, you'll get back what you paid.

By reading the formula for the product, Ogilvy found an intriguing fact: one-fourth of Dove's composition was not technically soap at all, but a compound called "cleansing cream." He had also read that in a psychological study, the word "Darling" had been proven to have maximum emotional impact. He put them together, and the combination of human appeal and factual content made this advertisement a brilliant success in 1955.
Today, nearly half a century later, the tagline "One-quarter cleansing cream" remains central to Dove's positioning — and success.


Rools Royce(1958)
Body Copy:
"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"(copy)

1. "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock," reports the Technical Editor of THE MOTOR. The silence of the engine is uncanny. Three mufflers tune out sound frequencies -- acoustically.
2. Every Tool-Royce engine is run for seven hours at full throttle before installation, and each car is test-driven for hundreds of miles over varying road surfaces.
3. The Rolls-Royce is designed as an owner-driven car. It is eighteen inches shorter than the largest domestic cars.
4. The car has power steering, power brakes and automatic gear-shift. It is very easy to drive and to park. No chauffeur required.
5. There is no metal-to-metal contact between the body of the car and the chassis frame -- except for the speedometer drive. The entire body is insulated and under-sealed.
6. The finished car spends a week in the final test-shop, being fine-tuned. Here it it subjected to ninety-eight separate ordeals. For example, the engineers use a stethoscope to listen for axle--whine.
7. The Rolls-Royce is guaranteed for three years. With a new network of dealers and parts-depots from
Coast to Coast, service is no longer any problem.
8. The famous Rolls-Royce radiator has never been changed, except that when Sir Henry Royce died in 1933 the monogram RR was changed from red to black.
9. The coachwork is given five coats of primer paint, and hand rubbed between each coat, before fourteen coats of finishing paint go on.
10. By moving a switch on the steering column, you can adjust the shock-absorbers to suit road conditions. (The lack of fatigue in driving this car is remarkable.)
11. Another switch defrosts the rear window, by heating a network of 1360 invisible wires in the glass. There are two separate ventilating systems, so that you can ride in comfort with all the windows closed. Air conditioning is optional.
12. The seats are upholstered with eight hides of English leather -- enough to make 128 pairs of soft shoes.
13. A picnic table, venerered in French walnut, slides out from under the dash. Two more swing out behind the front seats.
14. You can get such optional extras as an Espresso coffee-making machine, a bed, hot and cold water for washing, an electric razor.
15. You can lubricate the entire chassis by simply pushing a pedal from the driver's seat. A gauge on the dash shows the level of oil in the crankcase.
16. Gasoline comsumption is remarkably low and there is no need to use premium gas; a happy economy.
17. There are two separate systems of power brakes, hydraulic and mechanical. The Rolls-Royce is a very safe car -- and also a very lively car. It cruises serenely at eighty-five. Top speed is in excess of 100 m.p.h.
18. Rolls-Royce engineers make periodic visits to inspect owners' motor cars and advise on service.
19.The Bentley is made by Rolls-Royce. Except for the radiators, they are identical motor cars, manufactured by the same engineers in the same works. The Bentley costs $300 less, because its radiator is simpler to make. People who feel diffident about driving a Rolls-Royce can buy a Bentley.
PRICE. The car illustrated in this advertisment -- f.o.b. primcipal port of entry -- costs $13,550.
If you would like the rewarding experience of driving a Rolls-Royce or Bentley, get in touch with our dealer. His name is on the bottom of this page. Rolls-Royce Inc., 10 Rockefeller Plaza, New York, N.Y.

This ads is featured the most famous advertising headline in history. "At Sixty Miles an Hour, the Loudest Noise in this New Rolls-Royce Comes from the Electric Clock." This famous headline came from a specific, obscure piece of testing data from the factory — a triumph of Ogilvy's faith in research.
Before writing the advertisement, Ogilvy spent three weeks immersing himself in Rolls-Royce data. The final copy (607 words of it) was entirely factual, and although the ad ran in only two newspapers and two magazines (the total media buy was $25,000), the headline now represents David Ogilvy in the Oxford Book of Quotations.