October 19, 2009: "Prominent Proboscis"

Author:
M. Agre

Concept:
It was as plain as the nose on your face that Carlos III’s giant nose (apparently a sign of virility in 18th century Spain) was the most compelling aspect of the featured coin, and thus simply had to be the focus of this week’s ad.

The catchy use of alliteration as the vehicle to accomplish same was my English-major-wife’s idea.

Captions that didn’t make the cut:
We only seriously considered one slight variation to the ultimate winner:

"Prominent proboscis permanently preserved."

But we decided that while that was perfectly alliterative (unlike the caption in the final ad), it wasn’t quite as memorable.

You see, based on our extensive research, people like the word ‘perpetuity’. They find it amusing and it sticks in their mind. So we really wanted to use it.

The fact that it has 2 ‘P’s’ in it (making a total of 5 in our caption) made it all the better.