February 19, 2007: "Endangered Species"

Author:
J. Agre

Concept:
We wanted to emphasize the thing that made this coin so special in our eyes, which was the fact that is had not been stripped, dipped, cleaned, renovated, turned that sickly pale gold color, submitted to NGC and graded MS61. But, as usual, we didn’t want to do it too literally.

After some consideration, we came up with the ‘Endangered Species’ concept, which we thought was an especially good (and accurate) metaphor that everyone would immediately understand.

Captions which didn’t not make the cut:
The earliest iteration of this ad was written as "They just don’t make ’em like this anymore." which seemed extremely bland to us, in addition to the fact that it made only a weak and extremely indirect reference to originality (which was only there if you really, really wanted to find it).

So we never seriously considered running that one.