Ever wondered about the voices behind the top ads that get stuck in your head? Who are they? How are they picked? And why can’t I stop quoting them?! Voices is revealing all in their latest article, all about voice work artists.
“I’m on a horse” *whistles iconic jingle tune* – You know exactly what brand I’m referencing, don’t you? In fact, you probably heard the guy’s iconic voice in your head as you read it. That’s the power of a strong brand voice!
Discover more about the famous names behind iconic brands with Voices – the leading marketplace for voice work talent – at https://www.voices.com/blog/famous-brands-and-the-iconic-voices-behind-them
Just in case you somehow missed the epitome of viral ads from 2010 (even Sesame Street did a parody of it!), I was – of course – referencing the Old Spice commercials starring actor and former American football player, Isaiah Mustafa.
These hilarious video ads were shared for both the audio and visual humour (and it didn’t hurt that Isaiah happened to start the ad in the shower). However, the radio ads, which only featured Isaiah’s voice (and not his rippling muscles or visual horse gags) were just as successful – and instantly recognisable. In essence, Isaiah’s voice became synonymous with Old Spice.
His voice became the brand. And Voices is using all its inside voiceover marketplace know-how to reveal how this is achieved.
A face you know, is a voice you trust. Old Spice were not the first nor the only company to recognise the impact of celebrity star power when choosing voiceover artists.
Emmy-nominated comedian, Lamorne Morris, has employed his playful and energetic delivery to make BMO (Bank of Montreal) fun and relatable – quite the feat for a big, boring, faceless financial organisation.
Oscar-winning film stars such as George Clooney (for coffee company, Nespresso) and Allison Janney (for healthcare brand, Kaiser Permanente) simultaneously grace the both big and small screen to endorse products. Other celebrities who are well known for their deep, rich, resonant voices, such as the late James Earl Jones (for CNN) and Morgan Freeman (for National Geographic), add a sense of gravitas to the brands they represent.
These are clear instances of ‘the voice’ embodying the brand. It is, therefore, so important to select the right voice for each campaign.
A well-known voice can elicit recognition and trust which the consumer will subliminally apply to the product or service being promoted. Which is why Voices has given us a behind-the-scenes look at how big brands select the voice to represent their product.
Just think what a voice that immediately grabs your customer’s interest could do for you?
Look at your ad. Then back to me. Then look at your ad again and then back to me.
Sadly, if you are planning your own voice over ad, it is unlikely to be on the iconic, viral sensation level of the brands featured in Voices’ exposé. But, maybe it could be…
Voices has also offered us a glimpse into the future of what voice over ads could look like. AI-powered audio narration is already a familiar feature on TikTok and other socials, so why wouldn’t advertisers start using it for their big commercials? And AI is really the great leveller, so even smaller brands could make a big vocal impact on our consumer consciousness.
Look at George Clooney. Then back to AI. Then at George Clooney. Then back to AI. Sadly, AI is not George Clooney, but it could sound a bit like him! – OK, I will stop the Old Spice ad references. Seriously though, how good was that ad?
Want to know more about iconic ads and the voices that made them? Or maybe you think you’ve got what it takes to be the next big viral voice sensation? If so, check out Voices’ website at https://www.voices.com/blog/famous-brands-and-the-iconic-voices-behind-them
