November 22, 2010: "Very, Very Close"

Author:
J. Agre

Concept:
OK, I admit that this was not the most creative or entertaining ad we have ever produced.

But it did convey the message we thought was most important. Which is that this is a giant gold coin that looks like a lot of examples we see in 65 holders, and as such seems like a pretty good coin and a pretty good value to us.

Captions that didn’t make the cut:
One of our customers came up with a number of ideas which were frankly better than the one we ended up using, including one using the actual weight of gold in this coin (0.9675 ounces) multipled by the value of gold in 1904 ($20.67 per ounce, which is actually the value from 1834 to 1933) = $20.

Which we thought was interesting, though it didn’t really highlight the most important aspect of the featured item.

So we went with the less compelling caption in our final ad.