August 26, 2013: "Divine Pine"

Author:
J. Agre

Concept:
When featuring a 1652 Pine Tree Shilling that is totally original, boldly struck, wonderfully toned and pedigreed to the august Louis Eliasberg Collection, it seemed pretty clear to us that the ad needed to be serious, straightforward and to the point, consisting in this case of two crisp rhyming words: Divine Pine.

Captions that didn’t make the cut:
Other ideas this week were similarly serious, including the pedigree-centric "The Eliasberg Specimen." which focused, unnecessarily in our view, on just that one attribute.

Which led us to the all-encompassing divine angle, beginning with "Pine Most Divine." (inspired by the title of the wholly unrelated unholy work of author Ralph McInerny, ‘Murder Most Divine’).

But that seemed like a needless (and slightly creepy) complication, so we uncomplicated it.