Sure, this is an historic and important artifact raised from the wreck of the S.S. Central America, but what makes it a distinctly CRO item is it's interesting shape reminiscent of a rude gesture one might receive in traffic. A Goldfinger, if you will.
Captions that didn't make the cut:
Our first version of this ad was "What are you lookin' at?", a phrase which might very well accompany the gesture this nugget suggests.
But we felt that that might be problematic, with some readers baffled by the ad and perhaps an equal number offended by it (neither an ideal result from an advertising perspective).
So we decided to go with the direct, descriptive approach, which neatly borrowed an old James Bond film title and results in an elegant ad which we think might be one of our most memorable ever.
And that is an ideal result.