March 26, 2012:

"Anymore"

Author:
J. Agre

Concept:
Given this superb, original, totally crusty Draped Bust Half Dime in an ever popular PCGS green label holder, we thought there was a good obsolete denomination / obsolete holder story to be told here.

And what better way to tell it than to use some suitably hackneyed phrase that has (almost) been driven into the ground through overuse? Exactly!

Captions that didn’t make the cut:
We started with the serious and historical "It was the $1 bill of it’s time.", which is the actual approximate equivalent spending power of this piece back at the turn of the 18th century.

And while we thought that wasn’t too bad, we just didn’t want something so serious this week.

Which lead us to the ill-conceived "Good thing, small package.", which might have been fine as a caption if not for the fact that it called attention to a negative attribute of this type (i.e. they are itty-bitty), without mentioning any of the reasons this particular one is cool and desirable.

So we scrapped that immediately, and went with the version in our final ad.

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"Anymore"