Sensing a meme

Just in the last few days, I've noticed two different ad campaigns (one for a coffee, another for a travel broker) that go something like this

'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.....'