Mastering the Art of Voice Casting in Advertising: A Path to Connection

Above (left to right): Alex Nursall, sound director, casting at PIRATE SOUND, and Jessi Petta, casting director at PIRATE SOUND.

In the realm of advertising, where every word counts and every tone resonates, finding the right voice is not just an art—it's a strategic imperative. As Martin Scorsese famously asserted, "Casting is 85% to 90% of the picture for me." This sentiment holds particularly true in the world of advertising, where the voice is the conduit through which brands connect with their audience.

The Importance of the Right Voice

Jessi Petta, a seasoned casting director at PIRATE SOUND, renowned for its international reputation in casting distinct voices and coaching performances, along with her counterpart, Alex Nursall, casting and sound director, deeply understand the pivotal role casting plays in advertising. According to Jessi, "The right VO can strengthen your spot’s impact and, in turn, ensure your spot has a positive effect on your audience. On the other hand, if the voice isn’t right for the spot, it will also be remembered, but in a negative way."

Casting for voice presents a unique challenge compared to on-camera talent. While on-camera talent encompasses the whole package—their appearance, mannerisms, and perhaps their voice—voice actors must rely solely on their vocal prowess. Clients often reference celebrities, not realising that it's the persona, primarily on camera, rather than the voice, that draws them in. It's up to casting directors to find voices that match the desired persona.

Beyond the Voice: Collaboration and Experimentation

Casting extends beyond finding the right voice; it's about identifying talent that can collaborate effectively with directors. Alex emphasizes, "This means not just experience, but the ability to listen, to try, to ad lib, to have both confidence and humility in the studio."

Experimentation with voice is key, according to Alex. The vast range of sounds, tones, and textures available opens up endless possibilities for announcers, characters, and more. Encouraging actors to explore and innovate can yield unexpected and memorable results.

Trends in Voice Casting

Over the years, casting trends have evolved, reflecting changing preferences and societal shifts. From the deep-voiced announcer to conversational reads, the landscape has continually transformed. Today, diversity in talent representation is a growing focus, mirroring the diversity of communities.

Memorable campaigns - especially for radio - underscore the importance of exceptional voice casting. Jessi explains, “The first thing that memorable campaigns have in common are well written creative scripts. The second is that they are meticulously crafted with perfect voices delivering award winning performances." Spots for campaigns like Snickers 'Hungry Reporter' (Agency credit: BBDO) and Kobo's 'The River' (Agency credit: Cossette) demonstrate how this pairing elevates advertising to brilliance.

Above: Snickers 'Hungry Reporter' (agency credit: BBDO)

Above: Kobo 'The River'  (agency credit: Cossette)

The Future of Voice Casting

Looking ahead, the landscape of voice casting is poised for further evolution. There's AI for example - a hot topic across many creative fields. In the field of casting, AI emerges as a transformative ally, offering streamlined processes and innovative technologies. However, both Jessi and Alex believe AI isn't poised to replace human voice actors. While AI can assist in tasks like voice synthesis and automated audition analysis, they believe it lacks the nuanced understanding, emotional depth, and improvisational skills that human actors possess. 

Another area of evolution is a shift to self-tapes and remote auditions, which presents both opportunities and challenges. Alex notes, "I know some actors are fine with just self-taping on their own time, but there's a really important relationship that gets built between casting directors and talent." While convenient for quick castings, the importance of building relationships remains paramount. Getting to know actors and understanding their capabilities is crucial for effective casting.”

Conclusion

Mastering the art of voice casting in advertising requires more than just finding the right voice—it's about forging connections, fostering collaboration, and embracing experimentation. By understanding the nuances of voice, advertising professionals can create campaigns that resonate deeply with audiences, leaving a lasting impression long after the spot airs.