One of the cardinal sins I see most service-based companies make is violating the "show, don't tell" rule of communications. To avoid competing solely on a price index, service companies need to give value to their brand, which coincidentally is what I do. In the ad above, we are doing something that's unique in the industry: putting Andgar's values front and center. Whereas most companies will "tell" you they are trustworthy and have integrity, we used the power of story to show what Andgar is about using an actual event that happened between an Andgar customer and employee. We don't have to use words like honest or principled because after watching the ad the viewer is left with something much more powerful: a feeling. That's what builds brand loyalty.