As little as possible. We’ve all groaned at television spots featuring cloying business owners distracting you away from what you really want to know about their goods and services.

Click to see the full ad.

But sometimes it makes sense and can be effective in presenting a key value of your business.

We thought this was the case for DLM Builders, which is celebrating 25 years in business.

When you hire a remodeler, you’re inviting a crowd of people into your home for many weeks. So, trust and chemistry are everything.

We thought this could be conveyed with a dash of levity using a caricature of the owners by illustrator Harry Blair.

The DLM product really is the personality and character of its mom-and-pop principals, David and Leslie Millsaps. One DLM vendor told us, “David is honest almost to a fault.” Leslie is a youthful yogi with an eye for perfection.

And after all, shouldn’t 25 years in their line of work earn them the privilege of starring in their own ad?