April 11, 2010

This morning I was watching CBS Sunday morning. It’s a show I particularly like because, quite frankly, there aren’t many shows like it being broadcast, at least not in the US anyway. Long story short, they had a quick segment on voice-acting, focusing initially on Dora the Explorer followed by the world of commercials, etc.

During the course of the report, I learned even more about celebrity voice-acting than I knew when I previously wrote about it, surprisingly enough, in April 2009. As it turns out, celebrities do all sorts of voice-acting nowadays, not just for animation shows or films.

Just some examples from this morning include:

• Morgan Freeman: CBS Nightly News
• Michael Douglas (!): NBC Nightly News
• Gene Hackman: Lowe’s Home Improvement

With the likes of Wanda Sykes, George Clooney, Tom Selleck (!!) and so forth doing various TV spots. What I find fascinating is that at least for a TV show or film, the producers can at least broadcast or notify the public as to who is in the production in question. For advertisements, there’s nothing of the sort!

If I hadn’t been told this morning, I would have no idea that it was such well known celebrities doing such voice-overs. Why on earth would you, as a company allow your advertising agency to engage in such behaviour?

For one, celebrities are expensive (hey, I’m sure George Clooney, as damn fine a voice as he has, doesn’t rent it for nothing), and unless it is clearly obvious that the person in question is in the advertisement, your basically wasting money.

As I mentioned in the previous post, there are hundreds, maybe thousands of professional voice-actors out there that are more than capable of conveying the fact that Boniva isn’t for people with a heart condition or whatever.

Recently I’ve been reading the excellent book, Ogilvy on Advertising. Witten by David Ogilvy, a Scotsman who went from being a farmer in the Pennsylvania Amish country to the head of one of the most successful advertising agencies on Madison Avenue, it offers many lessons he has learned on the basics of advertising.

One thing he points out numerous times is that celebrities don’t improve your sales. Imagine that! People normally believe (and most of the time they are right) that when a celebrity appears in an ad, they are getting paid to do so, not just because head & Shoulders really does leave them dandruff free.

Ogilvy points out data that he believes proves that normal, unknown actors are more effective at selling stuff than celebrities. More so when it comes to voice-acting, which is a profession with a lot of skill. Any eejit can stand in front of a microphone, but to put emotion into a voice takes work and sadly, I think celebrities aren’t the best people to do that, real voice-actors are.