The lovely people at FBD are proud to get a lot of business through word of mouth recommendations. After all, that's often how you get the real story, without the smoke and mirrors. The challenge we faced was to convey this through a traditional ad campaign, which is by its very nature full of artifice.
Even with testimonials, there's no getting away from the artifice of television advertising. So instead, why not go the other direction, and tackle typical adland gloss and exaggeration head on.