The Shift in Commercials

Over the past 3-4 months we have seen a greater shift in the tone of commercials than I’ve ever experienced. As a voice talent, it’s important to keep up to date on those shifts. Why? Because we’re the messengers but many times we just get the message and not the WHY behind it. 

There’s definitely been a major shift from the beginning of COVID19 – a tone of empathy, support and unity. Now, brands are needing to woo their customers back and assure them they are doing everything to keep them safe. 
Adweek featured an article on Denny’s restaurant and their chief brand officer John Dillon said this, “We’re finding that what our guests and potential guests are looking to hear is not just what menu items we are offering, but how we are adapting and evolving to the customers’ needs during the Covid era,” 

To simplify all of this, think about what brands are trying to accomplish right now: assurance, consumer confidence and how they’re specifically meeting the problems COVID19 has created. 

If you want to read the rest of the article, you can find it here: https://www.adweek.com/brand-marketing/dennys-chief-brand-officer-says-consumers-are-adapting-but-want-brands-to-solve-problems-too/
Two other interesting points of this article applicable to voice over is 1| Denny’s still believes broadcast TV is a must for national brands, especially food brands. With the multitude of platforms available to advertise on now, that’s surprising but great for us. National TV is still on the top of the VO payscale. 2| There’s more opportunity than ever for businesses. I know that sounds crazy in the middle of a pandemic but the whole point of business is to help solve problems. We have a TON of problems now. “Consumers have been adaptive, but are looking more and more for brands to solve problems for them,” John Dillon said. 

So, let’s go out and do some wooing. ;p 

-Mike and Heidi

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