October 8, 2007: "Trifecta"

Author:
J. Agre

Concept:
We’ve always felt that early gold like this sort of had it all – history, beauty, rarity, etc., and so we figured we’d just say that.

We also wanted to convey the notion that owning coins like this is akin to winning the lottery (though that didn’t sound special enough). We settled on ‘trifecta’ because it sounded cool, related to winning and highlighted the fact that the coin has three (at least) things going for it.

Captions that didn’t make the cut:
"Do you know anyone who doesn’t like this design?" made it to the final round, but we eventually scrapped that as being too weak.

"Cool coin. Nice hat." seemed a little too easy, in addition to the fact that we’d already used the hat gag in an earlier ad and one hat gag can go a long, long (long) way.