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They are acting, but they are not necessarily acting for that particular product in that particular commercial. Most of the time what you see is just footage purchased from companies who shoot non-specific scenes that can be assembled into various commercials for almost any product, with a voice-over added later to tie it all together.
A scene of a happy couple walking in the park on a bright sunny day can be used to sell Herpes meds, Viagra, Food, new homes, anything.
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