Commercials

Voice for Ads

Voice-over for advertising is essential to the industry. Within advertising campaigns, this is one of the most creative and dynamic areas to consider. That persuasive voice on television, the slogans in radio spots, the historic claims of certain brands, the catchy jingles… they ALL form part of our culture and leave a lasting impression on our collective memory.

Producing Voice-overs for Commercials

Television ads and radio spots are vital to the economy, as advertising messages influence consumer buying habits. This is a proven fact, and there are specific university degrees to explain it. But that's not why we're here.

The duration of ads varies depending on the medium: they can range from 6 seconds (social media ads) to over a minute. However, the culture of immediacy and the cost-per-second of airtime make high-impact campaigns increasingly necessary, often unfolding in a very short space of time. We have lost our patience; listening and attention spans have become "stressed."

Whether for radio or video, the message must be concise and direct, and the product name must be clear. Furthermore, it promotes a brand personality and profile, and must generate awareness.

In advertising production, it is relevant to choose a vocabulary that best suits the market for which the product is being developed. A persuasive and expressive voice, a clear message, good diction, a pace adjusted to the context, and a professional recording—free of external interference—are the elements that, combined with a well-crafted script, are indispensable for a successful campaign.

What is a Modern Commercial Voice-over Like?

Radio and television advertising are constantly evolving; it’s all about capturing the audience's attention. Because of this, campaigns have changed and tend to favor natural-sounding voices. Not long ago, ads all featured deep, "round" voices—powerful voices with a perfection that was hardly believable.

But the audience has changed, and brands know it: with the rise of online commerce, the demand now is for a natural voice, a normal person—just like you!

Here is an example of a voice that is sensual yet testimonial and approachable: DEMO

The goal is no longer just a "voice with impact," but a "message with impact." Like this example of an ad in Catalan for the Barcelona Institute for Research in Biomedicine: DEMO

In a casting call, you might read: "looking for a fresh, natural voice that doesn't sound like a 'voice-over artist'" or "a laid-back, casual voice." Voices are no longer so strictly corporate. Brands no longer want to use a single voice for 10 years. They look for a fresh, unique voice for every ad or campaign.

Types of Voice-over for Advertising: The Versatile Voice

Developing a versatile voice has always been a clear objective for me, allowing me to offer everything from a child's voice to voices for teenagers, young women, or seniors. This is why I can appear in ads like this one, voicing both a puppy and the main voice-over: DEMO

I offer a wide range of voice services for the most creative commercials, working as both a Spanish and Catalan voice-over artist for any type of spot. My work covers both traditional voice-over and dubbing for original ads in other languages—which is why I studied and refined my lip-sync technique. Here is another example of verbal synchronization where I voice all the female characters in the ad: DEMO

Most of the spots and radio ads I have performed for advertising campaigns are recorded in my own professional online studio.