September 19, 2016: "Lovermont"

Author:
R. Rendell

Concept:
Ah yes, the tried and true "State Tourism Motto" caption, as used by us previously when highlighting a 1773 Virginia Halfpenny waaaaay back in June of 2009. But here, when presenting this lovely, original, golden brown Ch. VF Vermont Copper we would of course use Vermont’s clever but concise I Lovermont tagline.

Captions that didn’t make the cut:
Our first salvo this week was the art museum-inspired "Your collection already includes a bunch of portraits. Isn’t time for a Landscape."

We later shortened to "Add a Landscape to your collection.", but that whole approach seemed a bit pedestrian, convincing us to go with the less direct landscape reference "Commune with nature."

Which seemed too far out there, so we ended up going with the familiar caption format in our final ad.