Do I care who’s talking at me?
I’ve long been perplexed about celebrity voice-overs. Why do they get paid so much when we usually can’t even tell who’s talking? I can sort of understand if it’s someone like Sean Connery - that wonderful sexy, oh-so-manly voice. (However, I’d bet there’s some “nobody” with just as great a voice.) But, Julia Roberts? I’m a huge fan - have been since Pretty Woman. Yet, if I hadn’t read it, I would have never known she did that AOL commercial. Ditto re George Clooney and beer.
My sense of the absurd was also tickled by this:
As for Clooney, among the hottest male stars on the planet, he preferred to do a voice-over rather than appear on camera, says McHugh of Anheuser-Busch. Clooney was conscious of the talk of stars selling out, and “he really liked the idea of a voice-over,” McHugh said. “This felt a lot more genuine to him.”
Mr. Clooney, I love ya. I’d crawl across broken glass (uh, maybe) for 15 minutes of your undivided attention, but “genuine?” How? What? What?
Just another example of companies throwing money at marketing without stopping to ask “Will anybody care?” And, it happens with all sizes and types of companies, not just behemoths like AOL or Anheuser-Busch.
P.S. Mr. Clooney, please feel free to drop by in person and disagree with me. I’ll let you talk for hours. Hand-shaken martinis and peeled grapes provided upon request.
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April 5th, 2006 at 9:36 pm
Mary,
The research says that celebrity endorsements sell more products. However, I am not sure about voice-overs. Why wouldn’t you just get someone who sounds LIKE George Clooney if you can’t see him anyway? You are right on about companies throwing money away for expensive television campaigns. I don’t really care about those guys, but it really messes up the little guys and churches that I am trying to help use effective and efficient marketing methods. They think that is how to do marketing so they either copy it and waste money or don’t market at all.
April 6th, 2006 at 5:34 am
Wait - hold on there … we are in advertising aren’t we? Are you trying to tell me that you are perplexed why you would want the most visible people on the planet to contribute the voice of you’re lead cartoon characters? Huh?
1) The studio makes sure we know who the voice belongs to
2) The star of the voice tours the talk show circuit promoting the movie
3) For the most part, they are great at what they do and are “value adds” on set. try to tell me that Eddie Murphy, Ellen, George Clooney, all didn’t add somethng to the character.
4) The executive producer (your boss) wants a big name because they want that big name to rub off on the whole production. It’s a little like when one great musician joins a mediocre band - they raise the talent level of the whole group. If Larry Bird plays with a HS B-Ball team the whole team plays better. Experience counts.
Sorry - this time I disagree with you - but I’ll understand if you don’t crawl through glass.
April 6th, 2006 at 7:27 am
Bruce, thanks as always for participating.
You’re talking about movies. I’m talking about commercials. And, oddly enough I just used an example of a movie (a cartoon no less) where a voice made a big difference - Kathleen Turner as Jessica Rabbit.
Monsters, Inc. Toy Story I and II were also terrific, well acted (voiced) and promoted by the stars. Ice Age was even fun (although I think it would have been better if John Goodman had been the mammoth. Sorry, Ray Romano.) Finding Nemo was/is a classic. Ellen should have won an Oscar. Albert Brooks was priceless. But, they also had the help of great artists and writers. Also - as for setting the tone - the music also does a great deal (although having rock classics used in car commercials just irritates me). It’s the package - artist, writing, photography, and music - that works - be it a commercial or movie. However, I stand by it doesn’t make much sense to pay big bucks for 30 or even 60 seconds ads if they don’t add any distinction AND we don’t know they’re the ones talking.
Well, whew!
April 7th, 2006 at 1:45 pm
Ahhhh - Ok - good balance and ROI is what we’re talking about here. I agree, to me sure: don’t hire Annie Leibovitz for your corporate brochure or ad campaign when you can hire me for 1/2 the price. I gotcha.
December 14th, 2006 at 10:14 am
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