June 25, 2007:

"Not Just Our Triumphs"

Author:
D. Wnuck

Concept:
Given the disturbing image on this coin, and the serious subject matter, we wanted to say something important about it.

This was one of our few really serious ads and, in my opinion, one of our most effective.

Captions that didn’t make the cut:
"Go ahead, get in touch with your feminine side." was intended to emphasize the fact that ‘Woman’ was in the legends on this token. It was also perhaps the worst caption we’ve ever created, and I take full responsibility for it.

I wrote that and sent it to Dave who hated it and thought it was offensive. I thought Dave was being overly sensitive, so I asked several other people for feedback and they all reacted exactly as Dave had (but more vehemently).

Comments ranged from ‘I hate that’, to ‘Isn’t she in chains?’, to ‘I wouldn’t do that if I were you’.

Boy am I glad we didn’t run my caption.

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"Not Just Our Triumphs"