May 30, 2010:

"By Unanimous Decision"

Author:
M. Agre

Concept:
This week’s ad is based on the newfangled idea that, in today’s numismatic reality, coins may increasingly be seen and evaluated by as many experts as possible. Such as in the case of this flashy, high-end 1925 Double Eagle which team CRO, PCGS and CAC have all endorsed with their version of a ‘thumbs up’.

Leading us to employ this ‘It’s unanimous’ boxing theme in our ad (but with an ad-memorability-quotient-increasing twist, since of course knockouts are not decided by decision).

Captions that didn’t make the cut:
I really wanted to take this idea one step further with the ridiculous "Larry in Accounting just called – he likes this coin too.", suggesting that the already rendered opinions are still not adequate, and that everyone, everywhere will now be weighing in on every coin.

Alas, we feared that some CRO ad-readers would not understand that Larry is a fictional character (as is our Accounting Department), and would instead conclude that he was a customer who had just ordered this coin before they did. A potential misinterpretation that we deemed too risky in an anti-commerce way.

So we went with the more pedestrian version in our final ad.

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"By Unanimous Decision"