May 10, 2010:

"Non-Collector Friends"

Author:
J. Agre

Concept:
We started working on this ad just after finishing an appraisal in which a non-collector was shocked to discover that, at one time, there was actually a Two Cent Piece – like this one – circulating in this country.

Reminding us that we have encountered this same reaction countless times through the years, and making us feel like it was an idea worth highlighting in a CRO ad.

Captions that didn’t make the cut:
We were tempted to go with the entertaining Steven Wright quote “If it’s a penny for your thoughts and you put in your two cents worth, then someone, somewhere is making a penny.” even though it had very little to do with this coin. Until we discovered it wouldn’t fit in our standard ad format, which proved to be an insurmountable problem.

Leading us to the shorter “This coin is an excellent value at our price (at least that’s our two cents worth).", but deemed that it was – like any caption that references price – probably a bad idea.

So we went with the version in the final ad to your left.

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"Non-Collector Friends"