Name that Voiceover…

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?

3 Responses to Name that Voiceover…

  1. Amy Foster says:

    My new favorite… Robert Downey Jr as Mr. Peanut!

  2. As a voice talent myself (one who ISN’T famous), I often wonder if a celebrity voice can actually harm a brand. What if I can’t stand Jon Hamm or John Slattery or Martin Sheen? Are brands alienating as many people as they’re attracting?

    It’s same with celebrity endorsers on camera. For example, I’m not a Peyton Manning fan. If I see him pitching a product, I’m likely to tune out what he’s pitching.

    Plus, how much is a brand hurt when the celebrity gets into trouble – i.e., Tiger Woods?

    If I were a brand manager, I’m not sure I would want to hitch my wagon to a celebrity’s face or voice.

  3. Pingback: Celebrity Voiceovers - Good Or Bad? | Voiceovers by Tim McLaughlin Blog

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