February 18, 2013:

"Fat Chance"

Author:
J. Agre

Concept:
First of all, when you are writing an ad for a coin with a nickname like a ‘Fat Head’, you are pretty much obligated to work the word "Fat" into the caption in some way, shape or form.

And when that coin is a spectacularly crusty, original, old-holdered, gold-stickered piece guaranteed to not last very long and thus represents a fleeting chance for some fast-acting customer to own it, it is, quite literally, a "Fat Chance."

Captions that didn’t make the cut:
We had a couple of other ideas this week, first playing on the less than classically beautiful depiction of Lady Liberty here with "History, scarcity, beauty. Well, 2 out of 3 ain’t bad."

Ultimately, we decided that this coin needed more fun, next trying "Does this old slab make me look Fat?".

And while we liked that, we decided that the notion of a fleeting chance here needed to be expressed, leading us to the caption in our final ad.

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"Fat Chance"