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Back to Ad Archive 2010

August 23, 2010: "Hold a Candle"

10 08 23

Author:
J. Agre

Concept:
Our first thought was that the image in this week’s ad was so visually striking and different than the pieces we typically feature (i.e. it isn’t round), that it did not need any sort of especially clever caption to accompany it.

But then this famous "Can’t hold a candle . . ." line occurred to us, which seemed both totally appropriate and, at first glance, nonsensical at the same time.

Just the way we like it.

Captions that didn’t make the cut:
Most of the alternatives this week featured something to do with Jack and the fact that he was both nimble and quick and jumped over one of these, including:

"Better be nimble and quick to get the ‘stick."

But that sounded very strange (and possibly offensive). So we didn’t use it.

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