Does it work today?
If your name is Walmart, yes.
Remember, all things being equal, transactional advertising loses to the big boys almost all the time.
Your advertising needs to focus on how you can solve a client's problem instead of a bunch of platitudes about your business.
Here is an example of how the little guy can compete with the big boys in a very competitive for Chabluk's Plumbing and Heating in Oakbank Manitoba.
The spot features the owner and he delivers a strong positioning statement that he may not as big as the big boys but he is small enough to answer your call.
When was the last time you called the big boys and your call wasn't re-routed to a call centre ? And possibly a call centre in another country?