Toy Commercial Voice Overs: A Different Audience!
When producing my new commercial voice over demo, we didn’t target toy commercial voice overs. Sure, we wanted to make it lots of fun, humorous, and show my friendly-dad personality. But the concept was to sell toys for grown up kids. Think: cars and pizza! And not toys for real kids. However, that’s what I’ve been doing a lot of lately. And it’s been a blast!
It’s a fun challenge to have lots of energy but not sound ‘big’. In most of my work I imagine that I’m speaking to a business colleague, or a neighbor next door. But not to a kid playing with toys inspired by the Mickey Mouse Clubhouse. That’s what I’m doing in this commercial!
Speak Like Your Audience Speaks – And Still Be You.
The language in this spot is very basic, with short sentences. So how does one sound excited and engaging without sounding patronizing? Always try to speak to your audience in a way they understand and can identify with. I tried to imagine how this toy would be described by my kid or my neighbors’ kids. And also what they might say when playing with it.
Next is a spot for Thomas & Friends MINIS Motorized Raceway by Fisher Price. The language here is different. It’s for slightly older kids and the copy reads more like something for cool bikes and cars for older kids. However, it still needs a lighter touch. The direction was specifically to be like a “Hot Wheels” spot but not too big. Got it!
The last few toy spots I voiced required an altogether different tone. In these spots for Tonka and Dynacraft, the audience was not just kids, but their parents as well. The toys are larger more expensive toys that parents really need to be sold on. Those large dump trucks and cars that kids can drive around with an electric engine. So I needed to speak like a dad talking to other dads; while at the same time engaging with the kid audience watching their favorite shows. Thankfully, most of the heavy lifting was done by the great copy. But it still took understanding and care from both the talent and directors to get the right kind of fun tone for the spots.
I’ve had such a great time working on these commercials and look forward to more in the future! That’s why I love my work. So many different dynamic clients and types of projects!