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Back to Ad Archive 2011

October 31, 2011: "Black Magic"

11 10 31

Author:
J. Agre

Concept:
Among coin slab aficionados (an enthusiastic and growing subset of coin collectors), the NGC black slab seen here has sort of a magical quality in that everyone seems to want one.

Probably because this type looks so different than all other NGC slabs (all of which are white) and exists today in miniscule numbers (since it was produced only for a few months in the fall of 1987 when NGC first opened its doors).

Which made it a nearly ideal candidate for a CRO ad featuring a crisp and punchy caption that overtly, but not literally, highlighted its desirability.

Captions that didn’t make the cut:
None. We knew we were going with this caption right from the start.

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