February 13, 2023: "The Norweb Specimen"

Author:
J. Agre

Concept:
It wasn’t that easy to identify the one definitive attribute of the featured item this week, since this is the rare and seldom seen Halo major type, it’s the finest known by a wide margin, and it’s pedigreed to the famous Norweb collection.

Any of which could have been the focus of this ad, but we decided Norweb provided the best advertising hook.

Captions that didn’t make the cut:
We seriously considered leaning on the Halo type, in which case our caption would have been “Angelic.“, but that seemed like maybe not quite clear enough for viewers to grasp.

On the other hand, that might have caused them to linger over the ad for a while attempting to figure out, which is always a good thing from a copywriting perspective. So maybe we should have gone with that.