Real people make effective pitchfolk at a time when big businesses aren't trusted, and advertisers like Dell and Marriott are seemingly catching on. For example, Dell's new "Take Your Own Path" advertising campaign features several small business owners whose personal tales are supposed to inspire potential customers to use Dell. Meantime, Marriott's new campaign, called "Driven," depicts six customers, all of whom have achieved Silver Elite status by staying at the hotel for at least 50 nights a year.
