This has been going for a while now. There’s a commercial, and two cameras. The spokesman/woman, will be staring into, and talking to one camera, but most of the time, we’ll be seeing a shot from the other camera. The most recent one I can think of is a life insurance (I think it is) commercial with Alex Trebek.
Why do commercials do this? Does anybody like this style? Is there a point to it? Is it supposed to be artsy? Because frankly, it annoys the hell out of me.
It’s supposed to make it look informal and unscripted, like you’re just there listening to this guy talk. Same reason why they use not-so-steady cams. It’s to help remind you of all the times you’ve talked with Alex Trebek about how you want to buy insurance. The guy who runs the Men’s Wearhouse does the same thing.
In the case of TD Waterhouse ads, I think it’s supposed to indicate objectivity and perspective. Their commercials show Sam Waterston from a bunch of different angles, and it doesn’t look chummy or anything, but it fits in with what they have him say about independent advice from their brokers.
The style is more reminiscent of traditional TV news photography - in news, the interviewee never looks right into the camera - and therefore is probably meant to add objectity and the appearance of a neutral presence claiming their product will fix your life, rather than being a typical ad.
Like others said it creates the illusion of sincerity. If the person look directly into the camera it appears he’s performing from a script. If he looks off-camera, it appears he’s just saying what he thinks while a camera just happens to be recording him.
Wow, if that’s what I’m supposed to think, then I’m not buying it. If somebody is talking to me, trying to persuade me to buy something, then I want them looking at me when they talk to me. I still won’t buy what they’re selling :D, but it’s still more pleasant than watching somebody staring off to the side while they talk. But maybe that’s just me.
The point is that they’re not supposed to look like they want you to buy something. They’re supposed to look like they’re having a candid conversation about something that you just happen to be overhearing. It’s not aimed at you or any other customer - they’re talking off the record and being totally honest.
Of course, it’s a complete lie. The spokesman didn’t just happen to be in a studio and the camera didn’t just happen to be recording him. And he’s reading lines from a script and he’s probably a professional actor who doesn’t even work for the company whose products he’s selling. A high-pressure sales pitch from a used car dealer is actually more honest - he’s admitting he wants to sell you something.
I’ll tell you what’s become hackneyed. The way the camera pans across someone’s face, while they’re still, as you hear them talking in the background. Sometimes they smile, or look determinedly into space.
I’ve seen this on the latest Subway Jared commercial, and it struck me as pretty dumb looking. Speaking of which, I have to doff my hat to that guy. He’s been their spokesperson for a while and I’m sure he’s earned a pretty penny doing it. Who’s his agent?
I think I know what you mean. There are those ads where someone will talk to you, and then as the voice-over guy is describing the product, the person, usually a woman, will just stand around sometimes looking into the camera, sometimes looking off to the side, sometimes smiling, or laughing…
Anyway, for some reason it doesn’t bother me, although I am finding it becoming pretty cliche and formulaic.
I miss Clay Henry, although I heard he quit because he got burned out on the song.