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The newly published report reveals the voice talent behind well-known brands from CNN to Old Spice and examines how the “power of the voice” can be used to build trust and brand recognition as part of a broader marketing campaign. This “behind-the-scenes” look at voiceover work provides insight for those considering hiring voice talent, and for those with more than a passing interest in the marketing and advertising process.
Further details are available at https://www.voices.com/blog/famous-brands-and-the-iconic-voices-behind-them
Voices cites market research showing that 41% of consumers rate sound as a key element of brand participation. Evocative, attention grabbing or simply adding a layer of humour, the voice chosen to speak for a brand can make or break an advertising campaign’s chances of success.
For example, the article showcases the Old Spice commercials which became a viral sensation with former American football player, Isaiah Mustafa, at the helm. The video ads were shared for both the audio and visual humour; however, the radio ads were just as successful - and instantly recognisable. In essence, Mustafa’s voice became synonymous with Old Spice.
The use of already well-known figures to promote brands is not new; in fact, it was an old industry joke that if a famous person appeared in a TV commercial, it signalled that their career was on the way out. However, modern advertising has proved, demonstrably, that this is simply not the case, explains Voices.
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,” explained a spokesperson for Voices. “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.”
The Voices’ article includes an in-depth explanation of the process behind voice actor selection and further explores how the rise of AI might impact this line of work. Consumers are already accustomed to AI-generated audio narration on TikTok social media ads or sponsored videos; therefore, advertisers may employ this approach in the future to avoid A-list celebrity paycheck costs.
Those interested in discovering more about the voices behind iconic brands and how the industry is developing can learn more at https://www.voices.com/blog/famous-brands-and-the-iconic-voices-behind-them
Contact Info:
Name: Tara Parachuk
Email: Send Email
Organization: Voices
Address: 100 Dundas St Suite 700, London, Ontario N6A 5B6, Canada
Website: https://www.voices.com/
Release ID: 89141747