JCOM 2300: FACES in ADvertisements

I watched a commercial today about an asthmatic drug that is supposed to take away the symptoms even before you experience them. Or something along those lines. I would probably know more of the details if I could focus on the words being said. However the spokeswoman on the commercial was going throughout her day to day life, and you could see everything except her silouette was blacked out. I couldn't understand for the life of me why they would black out her face and appearance. I felt no connection to the character at all. I think they may have been going for the edgy artistic appeal, and the fact that it effects everyone, not just the pretty girls or something. Regardless it made me think, how much do our clients know about us? How much do we know abou them? How much more likely are people to respond when they can give a face to their preoduct or service? I didn't like it at all. Do I need to widen my persective? Perhaps they should use a focus group...