There is a right way to get people interested and intrigued and motivated. And there's a way to not do it. And having just heard a way to not do it--creating a waste of the advertiser's money--it seemed like a good idea to look at a fundamental way to make a good advertising message happen.
How does a small business brand represent itself as a good community member in its advertising without coming across as opportunistic or disingenuous? Even in the mighty and (mighty expensive) Super Bowl, there are commercials designed not to sell, but to make the brand look like a winner for the community, and Budweiser has offered a sterling example of how to make it happen using a simple story told well--and the example is scalable to any advertiser in any media.