They are fun for me as a voiceover talent because the vibe is different for every dealership’s tv car spot and every car brand.
Some are super hard sell and some are very warm and fuzzy…others are in between. It’s great because it’s a unique persona (ugh, more arty-farty acting words!) for each spot. It allows me to show off my acting range (oy, ok, enough with the acting lingo).
So this one was nice because its a regional television spot for the 18 dealerships of the Deacon Jones Auto Group in North Carolina. Their dealerships are in Smithfield, Goldsboro, Princeton, LaGrange, Greenville, Selma, Raleigh & Clinton. Their car brands include Chrysler, Dodge, Ram, Jeep, Ford, Chevrolet, Buick, GMC, Cadillac, Kia, Lincoln, Nissan, Honda and Toyota.
Client was looking for a friendly, trustworthy voice and lo and behold, here I am: your friendly, neighborhood voiceover talent at your service.
Very nice folks to work with and pleased to have been of service to them.
Tags: commentary, commercials, video by peter k. o'connell, your friendly, neighborhood voice-over talent Comments Off on not peter on ANOTHER car commercial (yes sir!)
I’ve have produced voiceovers for a fair number of TV car commercials over my many years. Some of the spots in both script and pictures were frighteningly bad.
And sometimes maybe the voiceover wasn’t perfect either đ
But some of these TV spots for auto dealers were good, really good.
Local TV spots for car dealers can be challenging because often times the dealer / owner wants to be in the commercial and…and, well, let’s just say they shouldn’t be.
On the other hand, some folks are great on TV and it helps them sell lots of cars. I went to high school with a friend of mine whose family owns a number of dealerships in Western New York. He runs the dealership now, he’s the TV spokesperson and the camera loves this guy!
He’s never asked me to voice his spots. That sonofa… đ
So producing car spots can be tricky and there really is an art to a spot that isn’t just screaming price and promo (but make no mistake – those screaming spots sell lots of cars!)
A spot I recently voiced for a dealership in the Albany, NY area did a really creative thing with their dealership’s TV commercial.
They used mostly graphics and some video to underscore the selling point of the script. The most unique thing is…almost no cars in the entire spot, yet it is very clearly a car commercial!
I’m not saying this because I voiced the spot, truly I am not.
This spot hits all the right points of difference and branding elements to create an effective car commercial.
Watch this.
Tags: commentary, commercials, video, youtube by peter k. o'connell, your friendly, neighborhood voice-over talent Comments Off on creative local tv car commercials
Ok, well there’s actually nothing to win but certainly check your mail!
And maybe you already have, which is why you’re checking out this page. Welcome to my voiceover blog.
If we haven’t properly met yet, hi, I’m Peter.
Yes, I sent out a new direct mail postcard this week to about 900 of my media production peers who work in audio production, TV and radio production, TV promo, explainer video production, documentaries and darn near every other kind of electronic production worldwide that uses voiceover.
People still love getting unique stuff in the mail, even an oversized postcard. It’s a reminder to those I’ve worked with before that I’m still around (give me a call). It’s also an introduction to folks who may have heard of me (or may not have heard of me) but might need some professional voice talent help – the card is a friendly hello (give me a call) to them as well.
I’ll still do email blasts every now and again but I fear those don’t get read as much as they used to…my open rates are still good and I keep the message short and sweet!
So if you’re just finding me for the first time, hi (welcome!), and if you’re returning, hi again and thanks for coming back.
Oh and if you do need to call me, I’m on +01 716-572-1800.
Back when I drank colas, Pepsi was my go to beverage. I drank Pepsi at least 3-4 times a day, from my high school days up to maybe 5-6 years ago. I loved the stuff, especially from a fountain. Mmmmmm!
Coke was not my beverage, always Pepsi.
Always.
One day I stopped drinking Pepsi, cold turkey, because I decided it wasnât good for my stomach. No doctorâs orders, no major medical issue. Just a common sense decision for me.
If you still drink it, please enjoy one for me because it tastes great.
So this week when the controversy erupted over a new Pepsi ad featuring Kendall Jenner, I was immediately interested because it was Pepsi. Then I was interested because the world was losing its mind about Pepsi being insensitive and tone deaf to social issues.
Iâm going to blow right past that last part about Pepsi being socially insensitive, thus having to avoid reminding people that almost every brand is only as interested in an issue or position (social or otherwise) if they think it will somehow help them make money or save money.
Rather, Iâm going to go to the lessons in this debacle that can be learned by voiceover talents because, really, nothing else matters. đ
Lesson #1Â ALL VOICE TALENTS ARE KENDALL JENNER
No, weâre not really attractive and wearing Victoria Secret underwear on stages. Only some of the voice guys do that. Allegedly!
But we, like Kendall, are given a script to follow, we agree with the concept, are unsure of how it will all turn out but have faith in the producers and directors we work with that they will perform professionally and responsibly. With that faith in hand and our God-given talents, we perform the job to the best of our abilities.
Sometimes the finished production is a masterpiece that we are proud to have our voice (if not our face) associated with. Sometimes it is so terribly produced and embarrassing that we are ashamed to even cash the check.
There are risks in every job and for voice talents and on-screen performers, thatâs one of ours. Rarely when the finished project goes badly is it our fault and in this particular case, itâs not Kendall Jennerâs fault either. Note to KJ: cash the check kid, the embarrassment will fade and youâll be fine.
Lesson #2Â VOICE TALENTS DO NOT CONTROL CONTENT
Copywriters, executives, directors and producers get input into scripts, visuals, music and even what voice to use on commercials and narrations. The talent just performs as directed. Many a voice talent can tell you horror stories of a script that had such amazing potential but must have been âcommitteedâ to death after the talent heard or saw the finished project. But their voice was still in there and there was nothing left to do but quickly and quietly move on to the next project. Note to KJ: do that. Move on to the next job. But if SNL or Kimmel calls you to do a spoof adâŚif itâs written well, consider doing it.
Lesson #3 COMMERCIALS AND NARRATIONS HAVE NOT Â YET CURED CANCER OR ENDED FAMINES
Voice talents and actors perform our work to the best of our abilities and we take our jobs seriously because we like the responsibility established when clients and brands entrust us to perform.
But letâs not take ourselves TOO seriously.
We love and respect our voice acting and on-camera acting professions because they are noble ones, but our work has little (not none but little) significant impact on our world. We educate, we inform, we lobby, we sell, we entertain.
But our work is highly unlikely to prevent or cause the end of the world.
This Pepsi ad wasnât so much insensitive as it was just…a crappy ad. That point has nothing to do with any talent shown in the spot.
The visual message of this Pepsi ad tried to commercialize the nationâs highly charged opinions (bad starting point) into a marketable, happy, non-political spot. The only nice thing I can envision for the brand on that point is that Pepsi may have meant well.
But the spot failed well beyond peopleâs hurt feelings. And those failings are the reasons the spot should have never aired, beyond the politically charged subtext.
The spot didnât influence the audience, it didnât build up the brand and most importantly —above everything elseâŚit didnât sell any soda. Had that spot run for a year, I doubt it would have move any cans off the shelf.
Pepsi’s job is not to bring about peace. The product satisfies a physical thirst. Sell THAT guys!
Capturing the modern zeitgeist may have been Pepsiâs objective, tying the brand in with the target audienceâs desire/demand for justice and equality.
They just forgot to sell the soda.
And selling the soda, not selling world justice, is Pepsiâs only real job.
Everybody goes through a period (or even periods) of professional doubt. If youâre dealing with voiceover doubts, maybe it will be helpful if I tell you how I solved my issue. As always, your mileage may vary.
For me, my professional doubts these past 18 months surrounded one very specific topic: my commercial voiceover demo.
Iâd sailed through updates to my narration demo, my political demo, two (count âem, two!) television promo demos and two radio imaging demos.
But commercials are my bread and butter (narrations a close second). And I hadnât updated my commercial demo in 8 years (I was booking off of it, so why should I change it? But I came to the realization that such thinking is just sloppy. 8 years without updating a demo is too long.
In the past 18 months, that one demo has been something that been bugging me, to various degrees, specifically because I didnât have a direction for the demo. I didnât know what I wanted it to sound like. I didnât have a handle on what I needed to have on the demo to sound current. Doubt.
Sure, voice-over trends come and goâŚâeverymanâ begets âannouncerâ begets âeverymanâ on regular cycles and I can do each of those successfully in my sleep. But was I missing direction, content and answers. I didnât know what the answers were nor did I know where to find them. Doubt.
I had doubtsâŚabout my abilities. So if youâd been hit by your own professional doubt too, just know youâre not alone.
I kept the ball moving by doing those other demos and by listening to a bunch of peopleâs commercial demos on Voicebank. My listening tour told me I was on my ownâŚVO demos remain as individual as the people that voice them. Some were great. Some were truly crap. And these were people I know are booking.
Now I was doubt-filled AND confused.
During this indecisive period, in addition to doing other professional tasks (like those other demos), I relied on another tactic Iâve used in my life when faced with these kinds of situations: do nothing and wait.
While that sounds like a life plan that might make Tony Robbinsâ giant head explode, it has actually worked pretty well for me.
I believe that in many instances, God or the universe or time will present me with an answer, a direction or a solution. I just have to be aware, pay attention and go where I need to go. I donât know if I can explain it better than that.
For my commercial demo, that solution began to reveal itself during some voice-over meetings: VO Atlanta and Faffcon. There I found the answers to my doubt and lack of direction regarding the production of my commercial voice demo.
I happened upon my friend Melissa Exelberth at VO Atlanta who was having dinner with Mary Lynn Wissner, of Voices Voicecasting in LA. While I knew of her, I hadnât until that time spent much time with Mary Lynn until that dinner and hallway conversations as the event went on. Mary Lynn had a real handle on what voice styles were being booked (sheâs casting voice talent all the time). When she presented again at FaffCon and spoke with her further, I felt Mary Lynn was someone I absolutely needed to train with. Confidence was replacing doubt. With this solid professional connection, I had my direction.
So I began voiceover classes with Mary Lynn and I did so with some very specific goals in mind. I needed to see if I could harness the styles, execute the performances that were booking today. As an LA Casting Director who knows all the top agents, she was going to know whether I could do it. Certainly I felt I WAS doing that but I also know how much I sometimes donât know. What I found out was that with what she described as minor tweaks, I was off to the races — the training went very well, and she is a great communicator.
Next, I organized the scripts I believed would work well for the demo, providing lots of room for the styles I wanted to convey. Then we scheduled some times to record with Mary Lynn directing me and again, those session went exceedingly well. I reviewed some client spots I had done that I felt also work well on the demo, based on what Mary Lynn and I had worked on. I mixed new stuff with the existing stuff, with the help of the great audio engineer and voice talent Dan Friedman.
You know whatâs so funny to me, as a political voice talent?
Itâs not the politicians or referendums or the political action committees. Those are just grown-ups trying to do that which they think is right.
Well, in a few cases, it is grown-ups behaving badly.
But what I find so terribly funny about being a voice talent for political spots is that I myself am so completely not political. Iâm just not.
I am intentionally not affiliated with a political party. I donât donate to political causes. Iâm not a rally attender.
I do vote, every election without exception. I am amazed when I hear how many people do not vote. People died for me so Iâd have that right in the democracy of my nation! What the heck?! Vote people!
Me being not very political doesnât mean I donât have opinions, I do. Every voice talent does. Every person does.
I just donât blast it upon the world (as I hear and see others do) Plus I stay far away from mentioning any thing political on social media. To me thatâs just professional suicide, no matter what your job is.
Nope, I just give the client the best and most appropriate read for the script. Work fast, be fun to work with and then get paid. It’s been a winning formula thus far.
So what happens if I get a political commercial script that I really have a problem with?
Likely what Iâll do is contact a fellow voice talent whose personal views maybe more in line with the scriptâs content and see if I can foster a connection. Why?
First of all, this is a business transaction, itâs not meant to be personal. Some people see it otherwise, but I donât. Itâs business.
Often times, also, the campaign managers or political consultants who send me scripts work on a wide range of campaigns. So while I may not work with them on one campaign, we may have no problem working together on another campaign.
Politics is about relationships. Voiceover is about relationships. So I guess in a sense, I am a little political. Hereâs a link to my political demo, if youâd like to listen.
Tags: advertising, commercials, political advertising by peter k. o'connell, your friendly, neighborhood voice-over talent Comments Off on doing voiceovers for political commercials