So often we see "non-announcery" in the spec, and especially for TV there's a tendency to "play it safe". You don't want to push too big and lose out on a good money job, so we all keep playing the same wishy-washy half-way intentions.
Happily, we're starting to see some agencies starting to push personality back into their ads. Some wit, some comedy, goes a long way to help push brand mind share with consumers. That and it just feels good to see a finished spot go up where the voice actor actual does stray from the tired announcer-y "Non-Announcer, like you're talking to one person, warm, friendly" mess so often populating commercial reads.