One of the things we always say to clients is that they need to celebrate the truth of who they are, rather than pretend to be something they're not. Even when, on the face of it, this truth doesn't seem immediately motivating, or may even be 'negative'. In fact, these are the times you have to be most confident. Because it's a human truth that if you can't be confident in yourself, can't like yourself, everyone else will feel the same way.
Vespa, in Canada, have a good example of this. You may be able to pick holes in the execution. But the idea is good. Overcome criticism the brand faces (in this case that a it isn’t a proper motorbike) by celebrating the truth of what they're really all about (Italian-style lurve machines).
The positive but humorously self deprecating tone makes current users feel good (I'm guessing) and gives confidence-boosting (post) justification to those on the cusp.
