A year or so ago, a lot was made regarding the wardrobe, hair style and facial hair of the "Trivago Guy" - Tim Williams. Yet what was (and still is) most troublesome is his body language - specifically his facial expressions.
On occasion we all display a "Central Forehead Contraction" together with a "Mouth Smile". Such smiles are never sincere though. This expression is indicative of one of the following:
We are all allowed to feel these emotions once in a while - for we are all human. Yet when a person chronically displays both of these facial expressions simultaneously or nearly-so, it's a strong indicator of sociopathic behavior (antisocial personality disorder).
Thus when such an expression (either by chance or design) is displayed in the context of an advertisement - it's a profound mistake. And Williams does so much of the ad. This facial expression makes people feel uncomfortable. It diminishes trust and rapport - and thus it will drive away customers.
Bad commercial. Bad directing. Bad Body Language.
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