January 14, 2008: "Bold. Old. Gold."

Author:
J. Agre

Concept:
After some slightly indirect and obtuse references in some of our recent ads, we wanted to do something short, sweet and clear as a numismatic bell.

Which this seemed to accomplish quite nicely.

And, as an ancillary benefit, we thought this ad would help position us as a resource for original early gold in general. But I guess we’ll have to see if we were right about that.

Captions that didn’t make the cut:
We were tempted to go with "Crust-o-rific." to highlight the fact that this piece has a "crusty" original look, but we were concerned that a lot of people would have no idea what that meant, or worse, might think it was negative or unpleasant.

I think that’s Rule #4 of advertising: Avoid spending money on ads with captions that a lot of people might consider negative or unpleasant.