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October 1, 2011

Rubbermaid Reveal Spray Mop :30 TV

• Comment On The Action. You're always responding to something on-screen. You're never just existing as a disembodied head in a vacuum...you always have an opinion and point-of-view on the situation. You are reacting to it in real time. We don't get to SEE you in VO, so we have to HEAR your opinion and point-of-view. Go TOO far . . . we'd rather pull you back. Give me the COMPARE-AND-CONTRAST on "the LEADING spray mop."

• You can "shrug" without actually walking your pitch up every time . . . that can get a little too singsongy when EVERY line in the spot is a shrug (The REAL VO on this spot falls down that trap.)

• "Hairpin turns" or "U-turns" in the copy often happen in the first beat, or transition from first to second beat, when we go from Problem to Solution, and hear the product for the first time. The product/solution line is often a non sequitur...something pretty darn random and unrelated. Instead of being fed that Solution off a teleprompter, let's hear you think of it for yourself. (If you need to pause for a beat, think and PICTURE IT, I can always shorten the pause later in editing...that's what's great about VO. You're not playing to a metronome click, you can go at your own pace.) Give yourself time to think of the product/solution. You can't choreograph it ahead of time--it's got to sound like spontaneous thought. "Come to think of it...this idea just occurred to me..." is always so much more compelling than someone reading a pre-determined script.

Put another way: Who's more interesting, A) the guy in the bar who feeds you the same pick-up line you've heard 10 times or B) a guy who makes a wry observation that just popped into his head? Probably B! Now with voiceover, you don't have to be a writer and come up with wry observations on your own...but you get to breathe life and energy into a flat-on-the-page script. Make it your own by making it spontaneous.
VO:
Every time you clean with the leading spray mop,
it costs you.

So try Reveal from Rubbermaid.

The bottle's refillable – you use whatever cleaner you like.

The reuseable microfiber pad cleans deeply –
then just toss it in your regular wash.

So why waste money on costly refills?

Reveal saves you $50 dollars per year.

Try Reveal.
Only from Rubbermaid.

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