In a December Voiceover technique blog you learned about avoiding the pitfall of basing your entire way of reading a script on what the product is that you are selling. You learned that the writer is usually the one picking the voice for the job, not the people at the company that make the product. Therefore, you want to really pick apart that script to see what the writer was trying to do with it. Each writer has a personality that goes beyond the product. No writer will see a McDonald’s burger and just write a “juicy” spot, nor would he see a bank and just write a spot rich with nuances to “security.” A writer’s imagination goes beyond the product because they cannot help but exercise their creative potential. You must really find this personal stamp that they have made and bring it to life. Again we look at the voiceover script to break it down:
You asked for it. You got it.
The McRib is back at Mcdonald’s for a limited time.
Smothered in tangy bbq sauce. Served on a toasted bun.
You’re welcome.
Again, we are not trying to make this spot sound yummy and toasty, just because it is selling a sandwich. We are trying to bring a writers’ vision to life. The writer was TOLD to put those middle sentences in most likely, based on the simple fact that what they’re selling has to be mentioned somewhere. But – then the writer gets to build a story around it. What is the writer’s story? –
You asked for it. You got it. (and) You’re welcome.
McDonald’s never told the writer to write those lines. They’re vague, for a lack of a better word, but more specifically, they’re not about the product specifically. They’re writer’s choices. So let’s look at them. What do they imply? “You asked for it. You got it.” Well, that whatever you want you can get. Most likely someone saying that would be easygoing and matter of fact. Short and sweet. Try it out loud and see how it makes sense. Makes more sense to read the script in and easygoing and matter of fact manner than it is to read it in a “yummy” one, eh? Now look at “You’re welcome.” No one said thank you. A little bold eh? A little presumptuous? Make sure you convey that over-confidence with a wink and a smile, and you get away with being likeable. More importantly, you just gave the writer exactly what he was hoping to hear with it out loud.