November 16, 2009: "Phrygian Cap"

Author:
J. Agre

Concept:
We decided that it was time for a serious numismatic caption containing some historical piece of information that even many long-time collectors wouldn’t know, such as the explanation of the seemingly curious ‘cap on a pole’ motif found on early coppers like the Liberty Cap Half Cent featured in our ad.

Of course, this also gave us an opportunity to use a seldom-seen word like ‘Phrygian’, which we figured would ably serve as what advertisers refer to as a ‘hook’.

Captions that didn’t make the cut:
We knew we’d be using this ‘Phrygian’ concept, though, as is often the case, we debated whether or not to write the caption in the form of a question.

Ultimately we decided that the declarative form "The Phrygian Cap has been a symbol of freedom for over 2,000 years" sounded very, very dry.

So we went with the more engaging caption in the final ad.

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