October 27, 2008: "Behold Perfection"

Author:
D. Wnuck

Concept:
So we’re sitting in the office one day and Dave is holding this coin and remarks “You know, this coin is amazing – it’s just a perfect VF.” So he hands it to me and I say to myself “Hey, you’re right.”.

And just like that, an ad was born.

Captions that didn’t make the cut:
The original version of this ad said: “Perfection in a circulated type coin.”, but that seemed like it was missing something. It also sounded pretty pretentious to us, which is not the tone we’re looking for.

Then we added ‘Behold” at the beginning.

And while you might argue that that sounds even more pretentious than the non-behold version, we thought that would only be true if this was some fancy, highfalutin pop-top coin. But since it isn’t, we thought the juxtaposition of such august language with a relatively affordable collector-grade coin was sort of fun.

So we went with it.