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Back to Ad Archive 2021

October 4, 2021: "Bee-utiful"

21-09-20

Author:
M. Agre

Concept:
Through the years we’ve occasionally dipped deep into the literary device bin and found what I would call ‘a self-contained in-word pun’.

Such as in this week’s ad in which the beginning b-e-a of beautiful has been replaced with the insect ‘bee’ which is actually the subject of this superbly toned 18th century French Colonial Jeton.

Captions that didn’t make the cut:
We knew we were going to go with some sort of bee-related caption here, with the only issue being how to best spell this out in print so it 1) Was understandable, and 2) Encouraged the reader to make the right sounds.

Which I believe we accomplished with the version in our final ad.

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