April 6, 2020: "Swan-derful"

Author:
M. Agre

Concept:
The unique identifying attribute of this superb, original and quite appealing 270 year-old Thaler is, of course, the elegant Swan motif, one of just two numismatic items we know of that can make that claim (the other being a British Conder Token).

So of course we decided to highlight that feature in our ad with this “Swan-derful” caption which has the added benefit of sounding a little like ‘it’s wonderful’ if you say it fast.

Captions that didn’t make the cut:
This ad proved surprisingly difficult. While a swan is a lovely, elegant bird, and the word swan itself rolls off the tongue, most phrases involving the word are negative, including Swan Dive, and Swan Song.

So we went in a totally different direction with the Swan-derful / Wonderful / It’s Wonderful caption in our final ad.