April 9, 2012: "Daniel Boone was a Man"

Author:
It was a Team Effort

Concept:
When Dave and I are in the office and either one of us mentions the name ‘Daniel Boone’ (which happens more frequently than you might expect), the other guy immediately starts humming the old Fess Parker TV show theme song.

So of course when it came time to feature this superb Proof-Like Boone Commemorative Half Dollar in a CRO ad, we knew exactly what the ‘hook” would be.

Captions that didn’t make the cut:
The first iteration of this ad contained only the first line: “Daniel Boone was a Man.” But that did not seem nearly interesting enough, so we stuck that absurd second line at the end.

It should be noted that our focus group testing on this caption was split 50-50: Half the people hated it, and the other half thought that it (and this is a direct quote) “sucked”.

So of course we ignored those guys and used it anyway.