December 31, 2007:

"Standing Ovation"

Author:
J. Agre

Concept:
We wanted to highlight the first Liberty Seated coin ever to appear in one of our ads and show-off a coin that frankly speaks for itself.

Based on that, we opted for a straightforward and uncomplicated caption. Which we found with the juxtaposition of ‘Seated’ and ‘Standing’, making for a concise, memorable and, in our view, effective ad.

Captions that didn’t make the cut:
There were a few, none of which were especially good:

"Please, be Seated" highlighted that this is a Seated coin, but that was it. It didn’t further the idea, and so we didn’t further this caption.

"Quite possibly the prettiest coin we’ve ever offered." was an accurate statement, but not at all a clever or interesting one. It sounded to us like typical coin-dealer hyperbole that might appear in any dealer’s ad, so that was out.

And in the now-for-something-completely-different category, we came up with "Forever Jung.", which highlighted that this coin is pedigreed to ANR’s sale of the impressive Oliver Jung collection, and included the play on the name Jung (pronounced as Young – or close enough to it to work). Alas, we didn’t have enough room to ‘set the stage’ by writing the full pedigree in the coin description, and thus figured people wouldn’t understand what we were talking about.

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"Standing Ovation"