Kim Handysides-Award Winning Female Voice Over Artist-Logo

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voice over performance

How to Approach Voice Over for Family Friendly Commercials

Voiceover Styles

Summer time and the living is full of family friendly get-togethers and outings and commercials offering advice on what to do to keep everyone happy and how to save money doing it. To be able to serve Mom, Dad, the kids, Grandma and the clients as well, we as the voice over actors have a few things to keep in mind regarding how to approach these enticing little packets of advertising invitation and fun for all in 30 seconds or less.

Family Friendly Activity Ads

Whether roller coasters or science centers, museums or events, family friendly activity ads seek to entice the gang to come together for some sort of way to spend time and make great memories together. From a voice over perspective the approach can go a couple of ways. Joyous, raucous, good time fun or slightly wry amusement at the antics the gang will get into. It’s a lot easier to stay in the moment with these kinds of spots if you can see the visuals at the same time. For most of us recording remote, that’s not possible and of course, that never happens in radio, so here’s where you get to pull in your imagination and see in your mind’s eye the gang running toward the entrance, pointing upward in awe or getting more ice cream on their faces than in their bellies. Building imaginary visuals makes it real, keeps you in the moment and makes your voice over performance spectacular. Here’s a lively ad I did for the Birmingham Zoo.

https://www.youtube.com/watch?v=j_tRrm9B1DQ

Fun in Your own Backyard Commercials

Fun in your own back yard commercials are centered on smaller budget enjoying time together every day time. So, picnics and pools, pup tents and barbeque, playgrounds and slip and slides, even gardening and lawnmowers. These spots roam from the Dad’s Day and Mother’s Day territory through Memorial Day, Fourth of July and Labor Day. While occasionally high-energy (think slip and slide) commercials in this family friendly realm are often a little more pulled back. Relaxed fun, warm n’ cozy. Obviously the script will reveal which direction to sink into and you’ll bring your own choices to the table. This is a chance to really pull out your storytelling voice over skills.

Voice Over for Family Friendly Destination Vacation Ads

I don’t know about you, but many of the best memories of my life are centered on trips taken and shared with family. We particularly love visiting National & State parks and spots for these wilderness & adventure areas fall in this category. So do some tourist board and airline ads. But mostly this is the domain of the week or two at Disney or the all-inclusive fun-cations at Club Med and other companies or on cruises. Draw on your own experiences (or perhaps the ones you wish you had or want to have) to voice this kind of ad. Sharing relax time, adventure and the delight of discovery with my kids, husband, cousins, siblings and/or parents have been just the best. That’s what to keep in mind when doing voice over for family friendly destination vacation ads. (like this one I did for Club Med)

https://www.youtube.com/watch?v=rSkYlQq8xfM

Voice Over for Family Friendly Retail Commercials

The voice over for successful family friendly retail ads is welcoming, approachable, smart and understanding. You know that $30 in savings this week on bathroom tissue and sundries or that 25% off on back-to-school items will make a big difference to the (one) person you’re talking to. Maybe the difference between having extra money to take the kids out for pizza or maybe the difference between having to put in extra shifts to make ends meet that week or being able to stay home with their kids. I always find the way to make these commercials pop is building back story for the person I’m talking to. A back story I personally care about (or can relate to) and then, sharing the excitement of getting to be the one to help make a difference in their day to day lives. Retail ads encompass everything from groceries and pharmacies to hardware and clothing. Our everyday essentials and little extravagances. Even healthcare – check out my Texas Children’s Hospital Plan ad here:

https://www.youtube.com/watch?v=K6HhSwtfyCQ

Voiceovers where the Ad is aimed at Kids

Three kinds of style choices when voicing ads aimed directly at kids are very effective. There’s what I call the camp counsellor or scout leader style. Where you’re rallying the kids together on a fun adventure. You’re a little older than them and you’re in a relaxed position of authority but you talk directly to them and get them pumped for next activity or game you’ve got planned. The second is where you are either one of the kids yourself or you’re playing with the kids. Think toy ads, cereal, snacks and merch based on cartoons and movies. Remember when you were over the top excited and having the time of your life all because of a toy, and Saturday mornings and after school times were the best ever because of that cereal or snack? That’s the direction. The third choice is the character approach. Much the same as animations, these voiceovers where the ad is aimed at kids are driven by character choices as wide as the world. Fairies and princes and zombies and unicorns and dragons and fish. Anything under the sun and stars. This ad I did for the Virginia Air & Space Center combines the energy and rallying call of a family friendly activity ad with the cartoon fun of talking directly to the kids through their “shopping list” of activities.

https://www.youtube.com/watch?v=ibWJajkWEp8

As well as voicing tons of family friendly commercials myself, I offer voice over performance coaching on commercials, narrations and eLearning. If you ever need either, contact me.

My List of 7 Behind the Scenes Insights in VR Narration

My Voiceovers, Voiceover Business

Got VR? You will.

 

Virtual, Augmented or Mixed Reality, 360…it’s known by several names and may morph into more before it takes over the world. Statista’s conservative prediction is that the market will grow from $3B now to $40B by 2020. Others in the industry think it’ll be much higher. Orders of magnitude higher.

Virtual Reality Voice over Narrator

SO, have you been part of a virtual reality narration gig yet? Last year I did a voice over acting job for one. This year VR narrations under my belt number about 12. The applications for the technology are endless. Among the work I participated in was a game based on 50 Shades of Grey, two company tours to live on home websites, a grocery store application and a watch-and-learn surgery, as well as a number of conference booths and other business videos. I expect/hope to do 50 VR narrations next year. I, and others working in the medium have come up with sharable insights to think about when approaching VR and its voice over narration. Here is my list of 7 of these:

 

  1. From Outside In to Inside Out

The medium is different than a movie, video game or theatrical production, but has things in common with all of those. So says Rafael Pavon, creative director at Future Lighthouse. Virtual Reality has the capacity to immerse you more fully into the story, feel moments more intensely, be closer to the characters involved. You are no longer outside, looking in. You are inside.

 

  1. Empathy

VR makes the participant feel things at a deeper level. If you’ve ever laughed, teared up or shouted in reaction to a movie, you’ve displayed your EQ of empathy for other people. 360 immersion into experiencing other realities, will sharpen that aspect, making the participant feel what it would be like to be in places they otherwise would never be able to be. This not only requires acceptance – the saying yes so often purported in improvisation work actors undertake– but it requires respect for your audience.

 

  1. Special POV

To date, the point of view VR writers have fashioned their stories around are from privileged observer, no one sees you, and you cannot change anything. You can be an observer who can change things. You can also be a character without impact or even a character with impact. With each special point of view an adjustment in approach is required of the actor or narrator. In essence, it is getting closer and closer to embodying the participant themselves.

 

  1. Vulnerability

The fall of the fourth wall in VR makes users vulnerable in ways that are unprecedented. With VR, we step beyond empathizing with a character who acts as our representative in the world – we become characters inhabiting the space. Meeting this requires vulnerability on the part of the actor or narrator, as well. Astrid Kahmke of the Bavarian Film Center says virtual reality involves a shift from time-based narration of beginning-middle-end storytelling to spatial narration. It’s not storytelling, per se, it’s world-building. It’s not narrating, it’s creating. It’s not linear, it’s nonlinear.

 

  1. Beyond suspending Disbelief

Immersive media causes a strong visceral reaction and cognitive belief in what is experienced. Belief puts the real into virtual reality. Books, theatrical productions, movies, all of these require us to enter a complicit contract. One where we must suspend our disbelief: that what we are reading/hearing/watching is real, when we know in fact it is not. VR gives our sensory input a push off the deep end. We perceive the unreal to be real. The power of the resulting visceral reactions and cognitive belief is profound.

 

  1. First to market opportunities

Companies and institutions that capitalize on virtual reality’s novelty and use it on their websites, in learning opportunities and other forms of engagement, provide their customers/users a more intense experience than traditional media, making them and their brand more memorable.

 

  1. Where the Voices and Narrator Sit

To paraphrase Pink Floyd, in Virtual Reality, the narrator is in my head. There is little distance in the case of characters and no distance between you as the narrator and the user. As such, your voice over performance needs to be better than best. Authentic, genuine, real, natural. Soft, I have found. You’re the angel sitting on the shoulder, the little bird who told them. More than any other medium, your facility in making the written word sound like your very own will ensure you continued voice work in VR.

What have your experiences been in virtual reality?

 

Though most days, Kim Handysides is found narrating from within a 4×6 padded cell, her virtual reality today is from the cold pristine Canadian mountains, on the edge of a lake with sifted snow dusting the ground and a pale blue sky overhead.