In this 60-second spot, small-business owners speak to the advantages of using Vistaprint, an online supplier of promotional materials and services. The witnesses take aim at local print shops, claiming they can't get their orders correct, aren't open 24 hours a day and just can't seem to lend their business a professional look. It's convincing stuff, especially the warnings of a possible loss by going with the local option. The spot works well because small-business owners will be able to easily see themselves in the same shoes as the people offering positive testimony on behalf of Vistaprint. There's nothing slick or over-produced about the spot. It's just a solid example of “they say” advertising, which has more credibility with target audiences than “we say” advertising.