May 28, 2012: "Of Paramount Importance"

Author:
J. Katz

Concept:
Our goal this week was to highlight the vintage (and totally cool) Paramount "Redfield" holder housing this neat Morgan – a mission we believe our guest author accomplished glowingly with this perfectly appropriate (and delightfully concise) Paramount-paramount pun.

Ancillary benefit: Paramount is a cool word that sounds positive, and in this ad we got to use it twice.

2nd ancillary benefit: The red rectangular holder is a striking visual which we figured would get noticed, since our ads usually contain something round.

Captions that didn’t make the cut:
Earlier iterations had a few extra words, starting with "Redfield’s Dollars were of Paramount importance."

But that seemed like a bit of overkill, which was subsequently edited to "A Dollar of Paramount importance." before one last edit yielded the caption in our final ad.