February 17, 2020: "Chile, Extra Spicy"

Author:
M. Agre

Concept:
Admittedly a Chili / Chile gag is not exactly the most sophisticated one we’ve employed in a CRO ad, but in this case, when used to describe this especially choice, rich, golden brown and indeed spicy Choice AU 1809 Chilean 8 Escudo, it seemed to fit.

Captions that didn’t make the cut:
There were quite a few widely varied alternatives this week, starting with this factual statement: “This is what original gold actually looks like.”

Which we soon dropped in favor of a more precise marketing statement of a sort we’ve used before: “CRO: Your source for world gold that looks like this.“

But we abandoned those in favor of the slightly hackneyed direction more specific to this particular coin, like “Spicy Chilean Gold.” before settling on what we felt was the more impactful version in our final ad.