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 knowi…

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 char…

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 "light…

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 t…

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 "…

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 – wh…

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…

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 TVAVO 1:What will your Disney memory be?Will it be squeals and giggles, or screams and shouts?Evil queens, o…

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…

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…

"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…

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 …

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 …

VO:From nature, comes Greenworks.Natural plant-based cleanerswithout 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 shi…

• 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 int…

• 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 pu…

• 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 …

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 menhas a hydrating formula designed to remove buildupand help re…

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 n…

• 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 …

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 o…

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: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 redwo…

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, …

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.By Maya Kuper