I have a confession to make: I can’t stand the new UPS Store small business campaign. Titled “Mailbox Confessions,” the spot listens in on conversations between small business owners and their local UPS Stores as they gush about the myriad services available to them. While the portal between P.O. boxes adds a fun (though unoriginal) dynamic, the ad overall falls flat. Not to mention the overacting and stiff delivery that make it borderline painful to watch.

https://www.youtube.com/watch?v=G_NwcPPePPU

Slated to launch on September 15, the television spot, in addition to print, radio and online content, follows the UPS Store’s other efforts to target small business owners over the last two years. Prior to this campaign, the brand sought to reassure sole small business owners with the message “You’re not alone.” These spots, in my opinion, created the ideal balance of customer testimonials and services offered, with a sprinkle of the romantic notion of business ownership. You can watch one of those ads here.

“Mailbox Confessions,” however, pushes the customer testimonial theme too far. Not only does the lavish praise of the UPS Store by their customers make me squirm, but these franchise owners would likely be the last people small business owners would confide in. Rather, it’s fellow entrepreneurs that SMB owners seek advice from, others who have struck out on their own to find and build success.

If the UPS Store wants to connect with its core audience, it needs to find a happy medium between these two campaigns. Small business owners find over 80% of customers through word of mouth recommendations and appreciate the value of personal referrals. My suggestion for the UPS Store: empower your small business customers, not only with your own products and services, but with the knowledge and guidance they can gain from each other. Send a message that says not only are you not alone, you have a network of peers cheering you on, and we’re here to fuel it. By inviting this kind of camaraderie, you’re well on your way to turning your customers into your most powerful brand advocates.