November 11, 2010
by adriannekorczynski
Advertising agencies are elevating the level of ‘Branding’ in commercials these days, with the more widely accepted practice of employing key celebrities to do their voiceovers. An art in itself, casting the right voice – and often, more importantly, the right celebrity character’s voice, adds depth to these commercials that is almost on a subconscious level. If you emotionally connect with that character, can the simple use of his or her voice connect you to that product as well? Do you listen to the message more intently when ‘Don Draper’ tells you to love Mercedes?
Or when Mad Men’s ‘Roger Sterling’ sells the ‘Lincoln lifestyle’?
Or can you accept Cisco and the ‘Human Network’ as a forward-thinking, inspired company when paired with a youthful Ellen Page and a classroom full of globally connected children?
Then again, a few fall short… despite his presidential confidence – am I supposed to believe that Martin Sheen is the choice, or voice, of the ‘Next Generation’?
The bar has been set high and Brand’s need to be all the more aware of who their customers emotionally connect with… Trust me, we’re listening.
If you were a voiceover, which Brand would you be?
