March 28, 2011:

"First and Foremost"

Author:
J. Agre

Concept:
While trying to come up with a clever way to highlight that this wonderful Liberty Head Quarter Eagle is the finest example of the first year of issue, we suddenly remembered that there is actually a common and suitably ad-worthy phrase which could be construed to mean exactly that: First and Foremost.

Captions that didn’t make the cut:
Our first effort was the trite "Pop-top-ular!", which I personally thought was extremely catchy, but lacked the specific connection to the featured coin that we strive for in these ads (though that does not mean we won’t use this caption at some time in the future . . .).

So then we migrated toward the finest-example-of-the-first-year-of-issue angle with the unbelievably literal "First year type collectors cannot do any better than this piece."

But frankly even an extremely unimaginative coin dealer could run an ad like that, so we scrapped that idea almost immediately.

Which led us to the eventual winning caption, though not before concluding that it needed just a bit of parenthetical embellishment to make it clear what the heck we were talking about.

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"First and Foremost"