Even an announcer role has conflict and a problem to solve. When you get a commercial script, look for the line where the "lightbulb" comes on. It'll usually be when you hear the product name, or when we first see the product on-screen and realize what the commercial is actually for. It's where we go from thinking-out-loud about a problem, to knowing and sharing the solution to that problem. In this Freschetta Pizza spot, for example, we get several questions right at the top. Ask these question...
Nov 05, 2011
From the first line of the spot, this AVO is overflowing with opinion and point-of-view. The AVO is dismissive of the idea of a fuel-efficient car as an end in itself. And even contractions like "gonna" and "gotta" show that this AVO is a real person, not a disembodied voice. Of particular note is the use of the word "and" on the line "One with character, and conviction, and pride..." This is meant to sound like we're naming these attributes as we think of them, rather than reading them off a pr...
Nov 05, 2011
Pretty anthemic for a spot about something as mundane as washing your socks. Check out the "real" version on YouTube (click the title of this blog post to see it). You'll see the time-lapse footage of folks doing laundry since 1913. It's hypnotic. And it's one of those spots where we don't hear the product name until the very end. Because the "lightbulb" doesn't come on until the very last words of the commercial, the entire spot should sound like thought. Even the last line should sound like a ...
Nov 05, 2011
Another thing you didn't know you needed! This is an example of the rare spot that mentions the brand/product immediately. As Heather points out, "That's because everybody loves Crayola." Most spots take a little longer to draw us in. As you watch TV, pay attention to when in the commercial the brand/product is first mentioned. Very few will drop that name immediately. (Even Apple spots don't show you the Apple logo til the end. Of course, with Apple you usually know you're watching an Apple pro...
Nov 05, 2011
I typically don't use pharmaceutical spots in class, because about half of the copy is describing the side effects. I chose this because it's a good fit for Susan's voice, and I want to make sure she gets lots of time on mic this week after missing last week! We omitted the 30 seconds of side effects from the middle of the spot, and just left the "good part." VO: If your racing thoughts keep you awake, Sleep is here, on the wings of Lunesta. And if you wake up often in the middle of the night, R...
Nov 05, 2011
When you get a rather boilerplate, generic-sounding piece of copy like this spot, look for moments where you can inject your personal opinion and point-of-view. This will make or break your read! Those first FOUR sentences of this spot are four platitudes, all in a row. Platitudes are sentiments that nobody in the audience should disagree with – which is great, because you always want your listener to say "yes" – but the platitude has no power if it's delivered as anything but an an authentic, h...
Oct 23, 2011
Because the vast majority of voiceover work out there doesn't require character voices, I typically avoid training my students on any spot that calls for a dialect or accent. I'll make an exception for Wolf Brand Chili. Although I did applaud Mike's choice to do not an out-and-out caricature Texan, but a voice that was really just a slight twist on the Mike we know and love. Mike's reads felt a bit rushed as he tried to shoehorn all this imagery-heavy copy into 30 seconds, but 4:07 he delivered ...
Oct 22, 2011
There are two announcer VOs on this campaign. The female (AVO 1) gets most of the imagery to play with, while the male (AVO 2) is doing most of the heavy lifting on the escalation in the second beat. Disney Parks "Something for Everyone" :30 TV AVO 1: What will your Disney memory be? Will it be squeals and giggles, or screams and shouts? Evil queens, or mischievous grandpas? A moment you'll always remember, or a vacation you'll never forget? AVO 2: You can make your Disney memories happen right ...
Oct 22, 2011
The top beat of this script, with its three questions, throws a bit of an acting curveball. You need to sound impressed and genuinely curious without sliding over into the realm of incredulity. The subtext needs to be "Wow, that's cool" as opposed to "What the F are you trying to do?" Your task here is to make it sound like you think it's a positive thing! This is a great exercise. How many different ways can you deliver those opening lines? Come up with a mental image for whatever that "idea" i...
Oct 22, 2011
Can't have a VO class without at least one "DUH read," as I like to call it. I actually chose this spot because the VO's timbre on the "real" spot reminded me of our own Shana's voice quite a bit. The real VO's voice is a bit lower than Shana's...or maybe it just seems that way because her low end is emphasized in processing. I really think it's on purpose, so the range of the VO doesn't compete with the kids singing "Put a smile on your faaaace" in the background in their high kids' register . ...
Oct 08, 2011
"Her voice makes PAINT sound SEXY!" - Mike J, describing Susan G... VO: There are theories that color holds power over us. Well, those theories . . . are now fact. Connect to the truest, richest paint we’ve ever created. Color at its most electric. Valspar Hi-Def Advanced Color System. Connect to the power in color. Valspar. (The time to paint with Valspar is now.)
Oct 08, 2011
How much attention should you pay to specs, on auditions your agent sends you? Listen to our discussion at 12 minutes in to find out. VO: At this point in the game, you've worked hard. You've accomplished a lot. You're an expert at doing what you love. But when it comes to making healthcare choices, you might need a little help. That's where AARP Health Care Options comes in. Designed by experts to keep you covered, so you can do what you want to do, now and in the future. For nearly 50 years, A...
Oct 08, 2011
Let's look at two spots in this BareMinerals campaign. The eyeshadow spot has a difficult line in its opening beat, so as you listen to the podcast, you'll hear us start with the foundation and work upwards. You know, just like you put on makeup in real life.) Here are YouTube links and the scripts for both spots: Spot #1: BareMinerals Eyeshadow :30 TV http://www.youtube.com/watch?v=gW3i4EvC1a8 VO: With just one look, You can silence a room. But why on earth would you want to do that? New BareMi...
Oct 08, 2011
VO: From nature, comes Greenworks. Natural plant-based cleaners without harsh chemical fumes or residue. Since Greenworks products are made by Clorox, they clean with the power you’d expect. And they’re made from natural ingredients. Now there’s new Greenworks natural dishwashing liquid. It removes grease and baked-on food, leaving your dishes clean and shiny. Greenworks. Naturally.
Oct 08, 2011
• This is a spot where the imagery is more interesting than the copy. As a VO, your job is to give energy to boring copy. • The PLATITUDE OPENING that nobody can disagree with... "To do well, kids need to eat well." No need to convince the audience of this...it's an obvious yes. • The Long Awkward Unrealistic Line with lots of information crammed into it ("Did you know it's the only leading line of kids' cereals . . . " To make it less awkward, make it more spontaneous, like thought. • In this r...
Oct 01, 2011
• Comment On The Action. You're always responding to something on-screen. You're never just existing as a disembodied head in a vacuum...you always have an opinion and point-of-view on the situation. You are reacting to it in real time. We don't get to SEE you in VO, so we have to HEAR your opinion and point-of-view. Go TOO far . . . we'd rather pull you back. Give me the COMPARE-AND-CONTRAST on "the LEADING spray mop." • You can "shrug" without actually walking your pitch up every time . . . th...
Oct 01, 2011
• When giving a list of related ideas that build on each other, you can give each idea its own space. When that Lexus car commercial says "Escape convention, escape definition, escape compromise," those ideas build upon each other, but they all deserve to be treated as their own separate thing. We don't want to hear that you're rattling off a list . . . we'd rather hear each idea as it comes to you. We don't know what's coming next! Same goes for something as ridiculous as kiddie pools full of g...
Oct 01, 2011
Another great example of a COMMENT ON THE ACTION spot. VO: Hairstyles come, And hairstyles go. But to get the most our of every style, you've gotta have hair. Hair that's full and thick. Excess buildup on your scalp can leave your hair looking thin. New Head and Shoulders Hair Endurance for men has a hydrating formula designed to remove buildup and help restore your scalp to health, Leaving you 100% flake-free hair that's fuller and thicker-looking, guaranteed. New Head and Shoulders Hair Endura...
Oct 01, 2011
If you're listening to the podcast, try and stick with me on this one! It is a serious triathlon, with all three of the ladies working out their skills on some VERY FORMULAIC copy...starting with opening with a QUESTION ("Ever wear your clothes in the shower?") eliciting the unspoken NO, all the way down through repetitive words (even the product name has the word "Moisture" in it TWICE.) VO: Ever worn your clothes in the shower? If you’re using other moisturizing body washes, you might as well ...
Sep 24, 2011
• This "SUGAR SITUATION" spot is a perfect example of the Problem-Solution-Satisfaction formula. Instead of emphasizing the repeated word "sugar," emphasize the words that FLANK the repeated word. Using the comedic rule of 3 to BUILD that opening beat in its 3 pieces WITHOUT pausing after "that means..." • "But it's not sugar" is a SECRET that you are letting us in on. And it's a GOOD THING, too. • Use INTERNAL THOUGHT, thinking out loud . . . let us HEAR you come up with a clever way to say som...
Sep 24, 2011
One of the best WRY HUMOR/COMMENT ON THE ACTION spots I've found, right up there with the Sears Optical "Missing something?" campaign that we all know and love. VO: To do a job well, you need the right tools. If you’re filing your taxes online, never settle for less than the best tax software. Nobody knows taxes like H&R Block. Combine your smarts and our expertise with H&R Block at Home. File for free at HRBlock.com Never settle for less.
Sep 24, 2011
This spot is a beast. It's also a great example of introducing a new, complex, multi-tiered concept ("Take all the time you need, then call us and we'll come get it...remote storage centers..." blah blah blah) . . . they are CRAMMING information into this :30 spot and it's up to you, the VO, to make it palatable. In my opinion, the talent doing the VO on the "real" version of the spot (click the title of this blog post to view on YouTube) is he's hitting the ending line a little too much. When y...
Sep 24, 2011
VO: Can changing your motor oil really change the world? Yep.Because this is not just another crude oil.This is new G-OIL,ultimate biodegradable high-performance oil.Made right here on our soil from renewable bio-based resources. So it's time to make the change official.Because if G can race in the American Le Mans series,You can bet the redwoods your car can run on it too. New G-OIL. Only from Green Earth Technologies. Get more at Get G dot com.
Sep 17, 2011
VO: Is your shampoo sucking the life out of your color? Try new Colorshield from Garnier Fructis. Powered by grapeseed and acai berry,it works two ways: preventing dryness, protecting color.It's proven. Colorshield fights fade-out, stops dry-out,so you can love your color even longer. Keep your color bold and brilliant, your hair silky and soft,even after 45 washes. New Colorshield from Garnier Fructis.It's proven to perform. Garnier. Take care.
Sep 17, 2011
VO: Anxious about quitting cold turkey? Make that first step easier with the Nicoderm CQ patch. Nicoderm steps you down from nicotine gradually,doubling your chance for success. Nicoderm CQ.10 weeks, and you're free.
Sep 17, 2011
