Love them or hate them it was another swirling circus for Super Bowl TV ads this year. And, “Yeah, I really liked that ad but don’t ask me what it was for.”
I always find it interesting which ads are remembered and liked by folks versus which spots viewers actually recall what product or service was being touted. They are not necessarily the same. We all capture information differently.
Jay Levinson, father of Guerrilla Marketing, emails with some good points the voice actor should always be mindful of:
Marketing is the art of getting people to change their minds – or maintain their mindset if they’re inclined to do business with you already. They either must switch brands or purchase a type of product or service that has never existed before. That’s asking a lot of them. Every little thing you do and show and say – not just your advertising or your website – is going to affect people’s perceptions of you.
In other words, in addition to your performance, how you behave and what you say at a session says a lot about you. And remember, you are the product and the brand of your business.
JC Penney is a locally based company that at one time ran a first class production facility where I had the pleasure of voicing non-broadcast projects for them. In fact it was one training piece I worked on for them where I learned just how long I could read before my voice started giving out.
Anyway, they are back with another installment of the Doghouse. Guys, pay attention.
(Edited to change video servers)
When your brand as a voice actor is as secure as as his was, you can get away with wonderfully inventive demos like this. I don’t have enough fingers to count up the “rules” he broke with this one. But it didn’t matter.