March 21, 2011:

"Chief Indian"

Author:
J. Agre

Concept:
OK, I’m not going to claim that this is the best ad we’ve ever created, but it is short, sweet and to the all-important point.

Which is that this is the key to this series (the ‘chief’ if you will), which we thought could be communicated neatly in this Indian Chief / Chief Indian switcheroo.

Captions that didn’t make the cut:
We started off with "Indian Head of the Class.", but that did not distinguish itself as an obvious choice.

So we then went in an entirely new direction with "A rare date with an Indian Princess.", which I am not sure even I understand (though I think it might be an obtuse reference to "The Love Connection").

But that did not bowl us over either, and so we went with the caption in our final ad, which was at least an efficient use of language in that it contained only 2 words.

And in a week like this in which we struggled, it is a good time to remind our readers that we are always delighted to receive caption ideas. So if anyone reading this ever has any extremely clever suggestions for an ad incorporating any previously unadvertised coin in our inventory, and we actually use your idea in CoinWorld, you will receive our undying gratitude and full author credit here in the Ad Archive.

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"Chief Indian"