GET REAL: Advertisers Play a Fanfare for the Common Spokesman

While not everyone will grow up to be president, advertising’s ‘real people’ fad makes it increasingly probable that everyone will appear in a commercial at some point. In a sign of the times, New York-based EUE/Screen Gems has set up a production-plus-repping unit called Citizen Films to provide something like one-stop shopping for ‘documercial’ advertising featuring real people. Such commercials cut through the clutter, we’re told, while also helping advertisers get around the cynicism consumers feel toward professional spokespeople.