'In these tough times, we decided not to spend money on a glitzy and expensive ad. Instead we made this cheap ad and used the money to do X 'where X is something altruistic or green.
It would seem that marketing research shows that the recently laid off find ostentatious and frivolous commercials offensive - go figure.
I can see an IdP trying it
'In these tough times, we decided not to spend money on an expensive identity proofing process.....'