Freschetta Pizza :30 TV

Even an announcer role has conflict and a problem to solve. When you get a commercial script, look for the line where the "lightbulb" comes on. It'll usually be when you hear the product name, or when we first see the product on-screen and realize what the commercial is actually for. It's where we go from thinking-out-loud about a problem, to knowing and sharing the solution to that problem. In this Freschetta Pizza spot, for example, we get several questions right at the top. Ask these questions as if you know there's only one possible answer. Make your listener want to know what's coming next. The answer to those questions is the product. Everything from the product on down to the end of the spot is the answer that only YOU have, so we want to hear you letting us in on a secret. Once that lightbulb is on, it remains on and lends its energy to the rest of the spot. The podcast episode for this spot is rather a marathon at 25 minutes, with both Mike and Heather discovering a lot of new things. Stick with me. As always, you can click the title of this blog post to get to the "real" spot on YouTube.

VO: Who makes a better-tasting pizza? Who uses real tomatoes, and all real cheeses, Dough that rises naturally, with no chemical leaveners? Who uses only premium meats? Who makes it taste fresh? Freschetta Naturally Rising Crust Pizza. No other pizza tastes like Freschetta, Because no other pizza is made like Freschetta. And for a crispy, fire-baked crust, try our Brick Oven pizza.

Crayola Dry-Erase Crayons :30 TV

Another thing you didn't know you needed! This is an example of the rare spot that mentions the brand/product immediately. As Heather points out, "That's because everybody loves Crayola." Most spots take a little longer to draw us in. As you watch TV, pay attention to when in the commercial the brand/product is first mentioned. Very few will drop that name immediately. (Even Apple spots don't show you the Apple logo til the end. Of course, with Apple you usually know you're watching an Apple product spot before you see the logo. But that, too, is designed to make the listener/viewer feel smart, like they're in on the secret.) Meanwhile, in the Crayola aisle:

VO: At last, Crayola dry-erase crayons combine all that kids love about dry-erase, with all they love about crayons. Crayola dry-erase crayons are washable, smudge-proof, won't dry out, and wipe away like magic. Now ideas transform, right before their eyes. Idea, after idea, after idea. For back to school, find Crayola dry-erase crayons and sets in the Crayola aisle.

Kinney Drugs "Caregiver/Ready Scripts" :30 TV

When you get a rather boilerplate, generic-sounding piece of copy like this spot, look for moments where you can inject your personal opinion and point-of-view. This will make or break your read! Those first FOUR sentences of this spot are four platitudes, all in a row. Platitudes are sentiments that nobody in the audience should disagree with – which is great, because you always want your listener to say "yes" – but the platitude has no power if it's delivered as anything but an an authentic, honest opinion. A line like "With my busy life, it can be hard taking care of everyone" absolutely MUST be delivered as an honest admission, or the audience will be saying "Give me a break!" Heather delivers an excellent read starting at 7:44. Compare this to her first couple of reads, and hear how much more convincing she is, when she doesn't sound like she's trying to convince anyone.

My mom's always been there, to take care of me. She's never let me down. When her health started changing, I wanted to make sure she always had her medications. With my busy life, it can be hard taking care of everyone. So I enrolled Mom in ReadyScripts, from Kinney Drugs. Our Kinney pharmacist refills her prescriptions automatically, so she doesn't forget, or have to wait. Kinney will even deliver them for free. Now, I take care of Mom, And Kinney takes care of us both. Kinney Drugs.

Disney Parks :30 TV Campaign

There are two announcer VOs on this campaign. The female (AVO 1) gets most of the imagery to play with, while the male (AVO 2) is doing most of the heavy lifting on the escalation in the second beat.

Disney Parks "Something for Everyone" :30 TV AVO 1: What will your Disney memory be? Will it be squeals and giggles, or screams and shouts? Evil queens, or mischievous grandpas? A moment you'll always remember, or a vacation you'll never forget? AVO 2: You can make your Disney memories happen right now At a price that's right for you. Like 7-day vacations starting as low as $68 dollars a day per person, for a family of four. AVO 1: So let the memories begin At the place where dreams come true.

Heather tried the second spot, and got a little tripped up on the last line. When you get stuck on your tenth take of a line, step back and ask yourself, What am I talking about? Picture something...there's obviously plenty to choose from, imagery-wise, when your topic is Disney World, of all things. And Heather scores a nice little breakthrough at the end when she figures this out.

Disney Parks "No Worries" :30 TV AVO 1: What will your Disney memory be? Will it be smiles that magically appear...or bags that magically appear? Meeting an enchanted princess, or being treated like one? Doing it all? Or doing absolutely nothing? AVO 2: You can make your Disney memories happen right now With room, ticket, and a dining plan that saves you money All for as low as $93 dollars a day per person, for 7 days. AVO 1: So let the memories begin At the place where dreams come true.

Home Depot "Small Project Inspiration" :30 TV

The top beat of this script, with its three questions, throws a bit of an acting curveball. You need to sound impressed and genuinely curious without sliding over into the realm of incredulity. The subtext needs to be "Wow, that's cool" as opposed to "What the F are you trying to do?" Your task here is to make it sound like you think it's a positive thing! This is a great exercise. How many different ways can you deliver those opening lines? Come up with a mental image for whatever that "idea" is. I imagined my neighbors painting a mural on the side of their garage. The real spot shows up plenty of projects, but when you're auditioning to do the VO on this spot, you won't have that TV screen to help you...so come up with some impressive creative projects on your own mental TV screen.

Where'd you get that idea? How'd you learn to do that? What'd you use? Every project we finish comes with a story built in. It's how our rough ideas become . . . "You did that yourself?" So when we can save more on the projects that let us fix, make, and do more, that just makes the stories even better. More saving. More doing. That's the power of the Home Depot.

Kraft Mac and Cheese :30 TV

Can't have a VO class without at least one "DUH read," as I like to call it. I actually chose this spot because the VO's timbre on the "real" spot reminded me of our own Shana's voice quite a bit. The real VO's voice is a bit lower than Shana's...or maybe it just seems that way because her low end is emphasized in processing. I really think it's on purpose, so the range of the VO doesn't compete with the kids singing "Put a smile on your faaaace" in the background in their high kids' register . . . Watch the "real" spot on YouTube and tell me what you think: http://www.youtube.com/watch?v=ECZTIHEDMu4

VO: Want more smiles for your dollar? With Kraft Mac and Cheese, you get 3 bowls for about a dollar. And that's a lot to smile about. Kraft Mac and Cheese. It's the cheesiest. For online savings, and to help donate a million boxes of Kraft Mac and Cheese to FeedingAmerica, visit ShareALittleComfort dot com.

BareMinerals "Be A Force of Beauty" TV campaign

Let's look at two spots in this BareMinerals campaign. The eyeshadow spot has a difficult line in its opening beat, so as you listen to the podcast, you'll hear us start with the foundation and work upwards. You know, just like you put on makeup in real life.) Here are YouTube links and the scripts for both spots: Spot #1: BareMinerals Eyeshadow :30 TV http://www.youtube.com/watch?v=gW3i4EvC1a8

VO: With just one look, You can silence a room. But why on earth would you want to do that? New BareMinerals READY Eye shadow. Solid mineral technology delivers vibrant, blendable, lasting color. BareMinerals. Be a force of beauty.

Spot #2: BareMinerals Foundation :30 TV http://www.youtube.com/watch?v=hMdV2l78piE

VO: They'll notice you, Not your makeup. Get flawless coverage with a natural look and feel with BareMinerals foundation. BareMinerals. Be a force of beauty.

Listen in for our great discussion of how to picture a tagline like "Be a force of beauty." This is going to be something different for every listener. Figure out what it is for you in order to deliver this line convincingly.

Clorox GreenWorks :30 TV

VO: From nature, comes Greenworks. Natural plant-based cleaners without harsh chemical fumes or residue. Since Greenworks products are made by Clorox, they clean with the power you’d expect. And they’re made from natural ingredients. Now there’s new Greenworks natural dishwashing liquid. It removes grease and baked-on food, leaving your dishes clean and shiny. Greenworks. Naturally.

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.

Dove Deep Moisture :30 TV

If you're listening to the podcast, try and stick with me on this one! It is a serious triathlon, with all three of the ladies working out their skills on some VERY FORMULAIC copy...starting with opening with a QUESTION ("Ever wear your clothes in the shower?") eliciting the unspoken NO, all the way down through repetitive words (even the product name has the word "Moisture" in it TWICE.)

VO: Ever worn your clothes in the shower? If you’re using other moisturizing body washes, you might as well be. You see, their moisturizer sits on top of skin, almost as if you were wearing it. Only new Dove Deep Moisture has Nutrium Moisture, a breakthrough formula with natural moisturizers that can nourish deep down. It’s the most effective natural nourishment ever. New Dove Deep Moisture, with Nutrium Moisture. Superior natural nourishment for your skin.

Splenda :30 TV

• This "SUGAR SITUATION" spot is a perfect example of the Problem-Solution-Satisfaction formula. Instead of emphasizing the repeated word "sugar," emphasize the words that FLANK the repeated word. Using the comedic rule of 3 to BUILD that opening beat in its 3 pieces WITHOUT pausing after "that means..."

• "But it's not sugar" is a SECRET that you are letting us in on. And it's a GOOD THING, too.

• Use INTERNAL THOUGHT, thinking out loud . . . let us HEAR you come up with a clever way to say something. A line like "It's a win-win and a yum-yum" only works if it's delivered in a way that sounds like YOU THOUGHT IT, not you read it off a flat page.

• Instead of emphasizing the word AND, which is SELLY . . . find the important words, and emphasize those instead, and the big selly AND will go away on its own.

VO:

Ah, breakfast. That means sugar in the coffee, in the cereal, and the grapefruit. The day has just begun, and already you have . . . a Sugar Situation. The sweeter solution: Splenda No-Calorie Sweetener. Made from sugar, tastes like sugar, but it’s not sugar. And with no calories, it’s a win-win, and a yum-yum. What a way to start the day. Splenda. Imagine life sweeter.