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Back to Ad Archive 2008

January 28, 2008: "3-D Glasses"

Catedrale Di Milano Ad

Author:
J. Agre

Concept:
We wanted to highlight the intricate die work on these pieces creating the incredible interior views, and figured the 3-D glasses reference was an obvious (and frankly pretty clever) ‘hook’.

Captions that didn’t make the cut:
OK, here’s the deal: Saying "3-D glasses not included." really doesn’t make sense if you think about it since you don’t need 3-D glasses to see the cool reverse image on this medal.

A more accurate statement would have been "3-D glasses not necessary.", but that sounds terrible.

So we figured it was better to go with the more recognizable phrase (which, like ‘Batteries not included’, would be familiar to and thus memorable for the reader) even if it didn’t literally make as much sense in the context of our ad.

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