August 1, 2011:

"Lady in Red"

Author:
M. Agre

Concept:
As RB designated coins go, this delightful Classic Head Half Cent must be at the absolute upper limit of redness, which is a good thing, and something we thought should be highlighted in a feel-good numismatic ad like this one.

So of course we then found ourselves poring through our memory bank of phrases, quotes, sayings and lyrics with the word "red" in them looking for something catchy enough to use here.

Captions that didn’t make the cut:
We discovered fairly early on in this process that more often than not, the word "red" in famous phrases carries with it a negative connotation unsuitable for a CRO ad.

Which forced us to try some creative solutions, like "See red (but not in a bad way).", which we thought was a valiant effort, though not a successful one.

Fortunately, however, my wife kept searching, finally finding the Chris de Burgh lyric which appears in our final ad, accurately describes the featured item, sounds upbeat, and requires no awkward modifier at all.

So we went with it.

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"Lady in Red"