Voicing or playing characters in commercials and advertising goes beyond just delivering a message. It’s about creating a memorable scene that resonates with the audience and is consistent with what the commercial is trying to portray. We all know commercial characters like the Geico gecko, the talking M&M’s, or Tony the Tiger, but as voice actors, we also voice characters such as a mom, a scruffy hard-working man, a stressed-out teacher, an excited friend, or a concerned coworker.
A well-developed character can help the effectiveness of a commercial and make the brand easier for the audience to remember. It’s not always about creating characters that are loud or over the top, the important thing is how to create characters that align with the brand and get the message across effectively.
Let’s dive into some helpful building blocks for creating commercial characters.
- Understand the Brand’s Message and Audience
Before voicing a character, you must understand the brand and its message. What is the tone of the commercial? Is it playful, serious, quirky, or heartfelt? Each brand has its own voice and message, and the character you develop must align with it.
For example, a commercial for a luxury car brand will likely require a refined and confident character that communicates prestige and sophistication. On the other hand, a cereal brand targeting children may need a fun, energetic, and lively character that excites young audiences.
Understanding the brand also means understanding the target audience. Who are you speaking to? Are they millennials, working professionals, parents, or teenagers? The character’s tone, cadence, and personality should mirror the audience’s preferences and expectations.
- The Power of Archetypes
Archetypes are universal symbols that everyone can relate to. In commercials, tapping into these archetypes can instantly communicate a lot about your character. For example, the “Hero” archetype is strong, reliable, and courageous, while the “Jester” is playful, humorous, and lighthearted.
When creating a character for a commercial voice-over, consider how archetypes can guide your performance. A grocery store commercial may feature the “Everyman,” someone approachable and relatable. Meanwhile, a tech commercial may spotlight a “Sage” archetype, a knowledgeable and wise figure who delivers information in a calming, authoritative tone.
- Flesh Out the Character’s Personality
I mean, can you think of a memorable character?
Once you have a basic understanding of the brand, audience, and archetype, it’s time to get into the details. Think about the character’s personality. What makes them unique?
Ask yourself questions like:
– What is their background?
– What motivates them?
– How do they approach life – are they optimistic, cynical, or curious?
– How do they communicate – are they fast talkers, or do they pause often to think before they speak?
For example, if you’re creating a character for a tech startup, you might envision someone who’s enthusiastic, a little nerdy, and quick-talking, but who also conveys authority with their expertise. If it’s a wellness brand, the character might be soft-spoken, calming, and nurturing.
These details add layers to the character, making them feel more real and relatable. They also help guide your choices in pitch, pace, and inflection.
- Play with Vocal Qualities
A character’s voice should reflect their personality, and there are several elements you can focus on to create a distinct vocal identity:
– Pitch: Higher pitches can convey youth, energy, and excitement, while lower pitches can communicate authority, calm, or seriousness.
– Pace: A fast-paced delivery might suggest excitement, urgency, or enthusiasm. A slower pace can make a character seem more thoughtful, serious, or relaxed.
– Tone: The tone of the voice communicates emotion. Is your character cheerful, sarcastic, or sincere?
– Accents and Dialects: While this requires careful consideration to avoid stereotypes, accents and dialects can add authenticity and depth to a character, especially when the setting or product calls for a specific cultural or geographical identity. For example, a character in a commercial for a family-owned New York-style pizza place might have a friendly, conversational tone with a slight regional accent to add warmth and familiarity.
- Create Contrast and Depth
Characters in commercials often need to be dynamic within a very short amount of time. Unlike in longer formats like audiobooks or films, you don’t have hours to develop a personality. In commercials, every second counts.
To make the character stand out, contrast and depth are key. Think about how their voice can shift depending on the situation or line delivery as well as how it shifts between or throughout each line. They might start a sentence with an authoritative tone but then add a playful twist at the end. These small nuances can make the character feel more well-rounded and keep the audience engaged.
- Experiment and Improvise
Once you have a sense of the character, don’t be afraid to experiment. Play with different vocal approaches to the same line. Sometimes the most unexpected choices can make a character more memorable.
Improvisation can also help. Ad-libbing or throwing in a unique pause, chuckle, or vocal inflection can breathe life into the script and make the character feel more real. Directors often appreciate voice actors who can offer a fresh take on the lines.
- Embody the Character Physically
Although voice-over is auditory, using physicality when recording can enhance your performance. If your character is full of energy, let your body reflect that in the booth. Smile while speaking if the character is supposed to be cheerful. These physical cues will naturally come through in your voice and add authenticity to the performance.
Creating characters and building connections through your voice in commercials is both an art and a science. By understanding the brand, tapping into archetypes, experimenting with vocal techniques, and infusing personality into the performance, you can create memorable characters that make a lasting impression on listeners. The right character can elevate a commercial, turning a simple advertisement into a captivating story that audiences remember long after the ad has ended.
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