License plates are often painted in commercials for one of two reasons; to keep the focus on the car, or to hide the location of the car.
There are two suggested reasons for license plates being painted or removed completely from commercials. Both reasons highlight that in car commercials, the focus should be on the car brand and not the location.
Firstly, it is believed that license plates are removed in commercials to make sure that the car remains the focal point. The supposition is that should a car commercial specifically have a license plate which has details, the viewer’s focus would inevitably shift to that detail, rather than the car and its features.
Moreover, it is believed that a license plate provides a location pin of where the commercial was shot or where the car is located. The disadvantage of that is the risk of alienating potential clients from other regions.