Make Them Laugh, Make Them Cry.
When David Ogilvy said "If you can't make a lady laugh, you certainly can't make her buy", I'm not sure this is what he had in mind.
But, amidst a sea of "Creating World Class Solutions" and "Your Growth Is Our Business" banners at the trade show that I briefly endured the other day, it was this one for a tiny accounting business that was catching a lot of eyes (and causing women to laugh) .
Now you can debate whether the impression it gives is the one you would want from your accountant, but that actually has more to do with you than them. Your worldview is beyond their control but, in a truly commoditised service business, they've shown themselves to be different and human.