September 19, 2011:

"Par Excellence"

Author:
RYK

Concept:
Numismatic Rule #542a states that (and I quote): "Whenever you have a coin whose denomination is an ‘Excelente’, you MUST describe said coin as ‘excellent’ (or a suitable variation thereof)".

And since Dave and I are official coin dealers (even though neither of us wears those jewelers’ loupe things attached to our eyeglasses), we knew we had to use said description in this ad. Though in our case we went with the French version ‘par excellence’ (which translates as ‘incomparable’, or ‘being a quintessential example of its kind’) which this lovely Spanish 1 Excelente certainly is.

Captions that didn’t make the cut:
Though we knew we would be adhering to Rule #542a, our first version of this ad was "Totally excellent Excelente." To us, however, that sounded like something Jeff Spicoli might have uttered in "Fast Times at Ridgemont High", and thus lacked the appropriate sophistication necessary both in a CRO ad, and when offering a choice and historically significant numismatic item such as this.

Which led us to the final caption suggested by our customer, but not before confirming that the proper spelling of par excellence was with a third ‘e’, and not an ‘a’ which might be indicated by its typical pronunciation.

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"Par Excellence"