True story. An advertiser gets the professional services of a very talented, very expensive agency to create concept radio ads that are smart, witty, funny, and are created with great sound design and a nice jingle at the end. As a test against these ads, the advertiser has one of his friends pretend to sound like a talk radio host and do a :30 ad. Bombastic, loud, opinionated. Same value proposition. Same offer. Same way to track success. The only difference was that the pseudo-endorsement ad was free. The other spots cost thousands.
Guess which ads won?
Yep.