For this years, VO Atlanta, I hosted two breakout sessions. The first was titled, “2021 Commercial Trends.” The second one was “What 4 Years of Not Booking Taught Me About Resilience.” I thought I’d share some of the insights about Commercial Trends.
We started off actually going back to the start of Covid.
HOW 2020 DISRUPTED ADVERTISING
It’s so interesting to see the different shifts in messaging and tone. I was actually really surprised I didn’t book more jobs at the start of Covid. I thought I’d be a good fit because my voice has a natural warmth & empathy to it. But companies needed authority with that warmth. They needed their customers to get a sense that they would figure out solutions to their problems. I leaned way too far into the warmth and empathy to exhibit any authority.
I saw 3 different waves throughout the initial stages of Covid in advertising –
1| ADDRESS CUSTOMER’S CONCERN
2| OFFER SOLUTIONS
3| IN THIS TOGETHER
Going forward through the rest of 2021, regarding messaging, we’re going to see more
FOCUS ON SUSTAINABILITY
Increasingly, sustainability is becoming more important to customers, so brands will make sure they let their customers know it’s important to them too.
CONTINUED EMPHASIS ON STORYTELLING
A great way to leave a memorable impression without being salesy? Tell a story.
HOW COMPANIES CAN PROVIDE – ESCAPE, ADVENTURE, TOGETHERNESS & COMMUNITY
As we’re able to finally gather again, companies want to be there to help create these opportunities, support the gatherings and solve the need.
LIGHT-HEARTED, GOOD SENSE OF HUMOR
It’s been a rough year. We all need a laugh!
DIVERSITY & INCLUSION
Messages and visuals will continue to include and showcase everyone!
1| NATURAL, REAL READ – Carli Silver, of Sound & Fury Casting, says 90% of the voice castings they send out are for the natural, real read.
2| SPOKEN WORD/SLAM POETRY – Amanda Gorman impacted us all during the 2021 inauguration. And that style continues to impact the advertising/commercial world too.
3| EMBRACING ACCENTS/UNIQUE VOCAL QUALITIES – The polished, smooth voice is out for national commercial spots. Everyone is asking for something unique…maybe even a little quirky.
4| LESS PULLED BACK VO (as in almost whispering in someone’s ear) and MORE KITCHEN TABLE proximity – This is still more intimate than in years past, but less hushed and more like you’re having a conversation with someone at your kitchen table.
Commercial trends are changing all the time – between the messaging and the tone. As a voice talent, it’s our job to keep up with how it’s changing so we can be informed while auditioning. It’s another piece to the puzzle that helps me give a client/casting director a great read.
If you’re a voice talent and would love to learn more about how to get to these reads, check out one of our many classes, workshops or private coaching at Atlanta Voiceover Studio and ProVoiceoverTraining.com.
