August 29, 2011:

"40 and Fabulous"

Author:
M. Agre

Concept:
We were looking for a hook for this lovely 1840 Cent when my wife proposed the People Magazine-sounding concept here which met the standard CRO ad caption writing criteria as follows:

It was concise and to the point
It seemed oddly familiar, though in a totally unexpected context
It’s completely different than other CW ads, most of which say things like "MS64 PQ+++++++!!!!!!!!!!!!!!!!!!!"

Captions that didn’t make the cut:
There were several intriguing angles this time, starting with "Is Forty your Forte?", which was certainly alliterative, and seemed catchy to me. On the other hand, I’m not positive it made any sense, and it definitely did not say anything about the coin.

So we moved on to "A fortuitous 40.", which at least conveyed a positive message.

But as these things go, we think the more familiar phrase is usually the right one (even if it more typically would appear next to a picture of Jennifer Aniston).

So we went with the version in our final ad.

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"40 and Fabulous"