July 19, 2021: "MS65 FD"

Author:
J. Agre

Concept:
When we first saw this definitively Australian issue with its charming Emu and Kangaroo motif, we knew it would one day grace a CRO ad. We also knew we’d probably use a definitively Australian caption – but not with one of those hackneyed ‘Shrimp on the Barbie’ phrases that we’ve all heard 50,000 times. Rather we’d opt for an expression actually used by Aussies, in this case Fair Dinkum meaning “unquestionably good or genuine”. So in the context of our ad an MS65 FD would be one that is absolutely deserving of the gem grade.

Captions that didn’t make the cut:
MaryAnn had an entirely different idea this week in the form of a made up dialogue between the Emu and Kangaroo:

Emu: “G’Day, Mate.”
Kangaroo: “You don’t look like your Tinder picture.”

Truth be told we really wanted to go with that one, but we couldn’t get the spacing to work in the ad format so it would be clear. Which is real shame, since we liked that one better.