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I try to motivate the cinematography through what's happening in the story. I'm not saying shake the camera up just because you can or because the audience wants it. Shake the camera if there's a plot driven reason to do so. Keep the camera still if there's a reason to do so.
Hand held camera is becoming more acceptable for commercial television because audiences are more used to those styles now.
I didn't say that the motivation for my shooting handheld was because of audience acceptance. If filmmakers waited for audience acceptance to do anything we would still be in the silent era and never have had talkies.
The clarification for it being a commercial is because commercials tend to be on the tail end of the curve, as clients typically want their commercials to be airable all the time, and represent their product as inoffensively as possible. This is not a great thing, but its the way it works. (it's also why foreign commercials are more fun to watch!)
For this shoot I did put the camera on a mono-pod with a weight at the bottom to act as a counterbalance. Not very comparable to a steadicam, but it's what I had to work with.
I used handheld to impart a homey feeling that would remind people of home video. It was my motivated decision, and for some people it will work, for others it will not. But thats everything right?
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