Why Movie Commercials Often Seem Cheesier Than Real Ones

Have you ever watched a movie and found the commercials that pop up in it to be particularly cheesy? You're not alone, and there's a reason behind this phenomenon. This article explores why movie commercials are often perceived as being more cheesy than actual commercials, and why certain movies and directors have mastered the art of incorporating authentic and memorable ads.

movie commercials vs. Real Commercials: A Comparison

While viewing a movie, the commercials that interrupt the film are often starkly different from those we might see on television or the internet. In many cases, these on-screen advertisements appear viscerally more cheesy and less polished. This is not a mere oversight or a technical flaw; it's by design.

The reason behind this is simple yet profound: the commercials in movies are made by movie directors themselves, not by professional commercials directors. Unlike professionals who specialize in crafting compelling and effective advertisements, most filmmakers, even top ones, lack the experience and expertise to pull this off convincingly.

When a film director creates a commercial for their movie, they still need to balance the need for promotion with their artistic vision. This often leads to a clash between their creative aspirations and the more practical requirements of a commercial. The result is a blend that can be unconvincing and, at times, unbelievably cheesy.

Intentional Cheese in Movie Commercials: A Chuckle-Inducing Tactic

Interestingly, many filmmakers intentionally make their movie commercials cheesy. Why? Because some of the most memorable commercials are, in fact, the bad ones. The awkwardness, the over-the-top dialogue, and the dramatic music often leave a lasting impression on audiences, making them laugh or cringe in the best way possible.

This intentional cheese is often a self-aware and deliberate choice. The filmmakers know that unintentional cheese can detract from the viewing experience, so they intentionally invoke this effect. It's a strategic move to ensure that the commercial sticks in the viewer's mind, making them remember the movie in a unique way.

A Noteworthy Example: Goodfellas (1990)

One standout example of a well-executed commercial within a movie is in Martin Scorsese's classic film Goodfellas. In this case, the director took a different approach. Instead of trying to replicate a high-end, polished commercial, Scorsese chose to create a genuine low-budget local commercial. He wanted to capture the authenticity and local flavor of the time period depicted in the film.

To achieve this, Scorsese did something remarkable. He tracked down the man who appeared in the original local commercial and had him recreate it. The result was a highly convincing and authentic replica. This decision not only added authenticity to the film but also provided a unique viewing experience for audiences, making the commercial a memorable part of the movie.

It's worth noting that even a master filmmaker like Scorsese recognized he couldn't recreate the commercial perfectly on his own. The expertise of the original commercial director was crucial in achieving the desired outcome. This collaboration underscores the importance of specialized skills in creating effective and believable commercial content.

The Takeaway: Authenticity Matters in Marketing

The principle illustrated in Goodfellas has broader implications for both filmmakers and marketers. In today's media-saturated world, authenticity is key. People can easily spot when something feels inauthentic, and this can lead to a negative reception. Whether in a movie or a commercial, the best way to create something that resonates with audiences is to approach it with true authenticity.

For movie directors and advertisers alike, this means focusing on the nuances of their respective fields rather than trying to overwhelm with effect. It may be more challenging, but the end result is often more memorable and impactful.

So, next time you're watching a movie and the commercials make your jaw drop in jaw-dropping cheesiness, remember: it's all part of the experience. And if you ever have the chance to see a well-executed commercial within a film, like in Goodfellas, take note of the unique authenticity that can be achieved through collaboration and true expertise.

Stay advertising-savvy, and keep an eye out for those cheesy commercials that might just make your day!