The difference: Zane, the founder of Zane's Cycles in Branford, Conn., worked for free. While American Express declined to discuss the cost of the ad in which Zane was featured, the shop owner says spotlighting small business people is a safe bet. "Unlike celebrities, entrepreneurs are generally trying to play it straight," he says. "The entrepreneur isn't going to embarrass the brand. They can trust that their investment isn't going to go to waste." Write to Diana Ransom at dransom@smartmoney.com Email