September 7, 2009:

"Spending Cap"

Author:
J. Agre

Concept:
We were looking for a simple, direct, yet unbelievably clever way to highlight the extremely cool Liberty Cap subject coin, and while we didn’t exactly succeed at that, we did at least come up with a caption that was topical (which is generally desirable), and featured a cool double-meaning (which seem to work well for us).

Captions that didn’t make the cut:
Early copper coins present some challenges for us, since we’ve had quite a few in our ads through the years and we always find ourselves gravitating toward the same basic ad theme. Which more often than not includes a reference to chocolate, like this:

"For the chocolate lover in you."

But we figured that if we are going to do another choco-themed ad, we should 1) Wait a little while and let the market digest (no pun intended) our last one, and 2) Make it substantially more amusing than that one.

Which left us with the final version to your left.

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"Spending Cap"