Can you name that voice?
March 25, 2006 by Gwendolyn Regina T
Do you know that…
Kevin Spacey is pitching Honda. Kelsey Grammer does Disney. Kiefer Sutherland voices Apple commercials, and his father, Donald, did Volvo. There’s Queen Latifah (Pizza Hut), Sean Connery (Level 3 Communications), Christian Slater (Panasonic), Gene Hackman (Oppenheimer Funds) and Julia Roberts. That’s right, Julia Roberts, in a recent campaign for America Online.
…
The more difficult question is why advertisers are willing to spend a big chunk of their budget on a star whose voice, however distinctive, likely won’t be recognized by many.
Read the article by The News & Observer here.
This is crazy, yet understandable. My take is that these advertisers still flock to big name stars to do their voice-overs so that they:
- Get to spend the huge amount of budget they have.
- Can subtly get into the consumer’s head subconsciously.
- Create a group of fans who see themselves as an exclusive bunch when they realize through their own discovery who the voice belongs to.
- These group of self-important fans support the product even more because it seems as if that company is good (and rich enough) to pay someone lots of money, but yet don’t overtly promote that fact.
There you go. Killing many birds with one stone. Brillant.
Technocrati Tags: Advertising
About The Author
Gwendolyn Regina T - Co-Founder and Editor-in-Chief
Apart from SGE, Gwen is also a Partner at Thymos Capital, where she focuses on early stage investments in technology firms. She has had two exits out of her investments via the firm, one of which is iHipo. A frequent judge for business competitions both locally and overseas, she graduated from the National University of Singapore. Gwen also spent some time in Silicon Valley and studied in Stanford University under the NUS Overseas College programme. Gwen is a mentor at Spanish incubator Tetuan Valley, Polish incubator Gamma Rebels, the Singapore Ambassador for the Sandbox network and the Singapore curator for StartupDigest. She enjoys languages, travelling, dance and adventure sports. Gwen can be found on LinkedIn and Twitter.
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