Fellow Americans, what do you look for in a commercial voiceover? Something non-threatening and reassuring? Maybe something slightly overbearing but ultimately avuncular? Portentous but knowingly so? Sure. Any of those would be a correct answer. A sane answer, even a patriotic one. But most certainly of all a non-Britannic answer. After five years of living in Britain and Ireland and watching shedloads of native television, I can attest that these days the British are tending toward something more unsettling in their commercials.