Call for Fresh Faces in Advertising
Do you know who Bill Glass is? If the name doesn’t ring a bell, his face certainly will. He’s the seemingly ubiquitous actor that shows up in commercial after commercial for many top marketers. Let me first say that I have nothing at all against Bill Glass. In fact, I think he is tremendous in every ad he’s been cast in. But, like they say in that ESPN Monday Night Countdown segment, C’MON MAN!
As we approach the biggest single-day for advertising–The Super Bowl—I figured it was a good time to get this off my chest. I know in advertising we are expected to suspend reality a bit. We’re intelligent people; we know the actors in ads aren’t really Coke brand managers, UPS Store clerks, suburban parents, or online insurance salesmen. But when the familiarity with an actor becomes so great that we think of the actor and not the ad message, hasn’t the ad already lost a bit of its impact? Bill Glass even knows he’s used excessively in advertising. His website is www.THATGUYBILLGLASS.com.
While ad agencies and the directors they hire to cast/produce a TV commercial are the primary culprits, the clients they’re working for share in the blame. If a client is looking for something that really stands out and that they can own, having their ad cast with actors that are currently appearing in multiple other spots isn’t the way to get it done.
There’s no reason to be so lazy. There are way more talented actors available then there are roles for them to fill. Let’s spread things around a little folks. And clients, be sure to stay active in the process. Bill Glass may be the greatest commercial actor in history. His work in the Coke Zero spots was exceptional and he’s fantastic in the Esurance ads. The work by a number of other actors that are appearing in multiple spots is quite good, as well. But, should an ad have to rely on a certain actor to deliver the message well, especially if that actor is playing other roles across different forms of media? We certainly don’t think so.
Dig a little deeper directors and casting agents. Give your clients something fresh. After all, Bill Glass may be “That Guy,” but he certainly can’t be the only guy that can deliver lines quickly and efficiently on a commercial set.
Tags: advertising, Bill Glass, branding
I’ve noticed a similar trend; Staples uses well known actors for their ads, and I always find myself concentrating on where I know their faces from rather than what the message of the commercial is. It’s counterproductive for the marketers, and they should heed your advice.
What makes it even more maddening is when you think for a minute of how much acting talent there is out there. I attribute it partially to laziness on the part of the directors that are hired by the ad agencies.
I love Bill Glass. And I don’t usually watch commercials but if I see him in one then I stop fast forwarding through the commercial and actually watch it. Isn’t that the whole point when casting?
I understand the internet has created a place for open opinions, but I think it is kind of uncool to come out so hard on someone that I don’t think you know.
I am a comedian and i have experienced someone starting an email campaign to make it so I don’t work in a chain of clubs because of something I said. While I understand why they might have been offended there was no interest in talking to me. The first step for them was to try to make it so I don’t work anymore.
While I know you aren’t coming down on Bill but I think your point could be made in a more general manor. Why would you need to say BIll Glass works too much. Do you know if he has a family? Or do you know his story? People think in entertainment you have a big break and get lucky. When in actuality you spend years digging and scratching to finally have something good happen. Something good has happened to BIll Glass and it sucks that you have even the inkling of taking it away without knowing him.
Kim, you raise an excellent point. There is no doubt that Bill Glass does garner that level of attention. He is a quality commercial actor and obviously people like working with him. However, I still contend that the more a single person is used in a variety of defined roles, the less believability exists in any specific one. Thanks for the comment.
Thanks for an interesting perspective. Personally, I’m completely behind Bill Glass making as much money as he can. He’s a gifted actor and deserves success. My criticism isn’t pointed toward him at all. It’s not my job or expertise. We simply believe that the agencies and production that work on behalf of clients should make sure they consider all the things that will make the ads they produce the most successful. BTW, your 2-year-old mohawk bit is hilarious!