There’s this radio ad I keep hearing (given that the radio is played in the kitchen and toilets (ya rly) at work). It’s terrible. It’s one of those client voiced ads and every time I hear it, I cringe a little harder. It’s the sound of a production engineer giving zero fucks and wanting to be finished by 5pm. “Here at [insert disability lawyer’s name here] we ONLY GET PAID. when you get paaaaid.” Weird fucking line reads with emphasis erratically sprinkled throughout as if by some darkest timeline Salt Bae. It’s not Prod’s fault that the ad turned out awful. They no doubt got press-ganged into it. Some sales rep with no regard for the on air result wanted an easy sale. I get it. I know how these things happen because I’ve had it happen to me time and time again.
Why is a client voicing at all? Because it’s an easy sales pitch. Appealing to the ego is the lowest common denominator of pitches, it’s pretty gross shit. “Oh, you’d be great. You’re such a big personality and you’d sound amazing on the airwaves. Just think of how much new customers will love walking in and meeting that celebrity they’d heard on air.” Vomit. The only thing more disgusting is how easily it works. Then you as a production engineer have to deal with the fallout.
Sales rep walks into your studio at 4pm telling you that a client is coming in to voice. Notice the lack of the word “ask” anywhere in that sentence? Typically this “conversation” happens ten minutes before this client is due in the studio. You ask them why a client is voicing again. Was it really necessary for the script to have it client voiced? Of course, they assure you. You tell them they’re lying. They reassure you that you just haven’t met this person yet. They’re hilarious, they’ll be fantastic. You tell them they’re lying, that they’re always lying and that they’re scum. Scum who makes three times as much as you do. You tell them (notice the lack of the word “ask” anywhere in that sentence?) to leave your studio, that you have rules about Sales Reptiles leaving their slime around. Tell them it’s bad for the equipment. They leave and you briefly consider self-mutilation as a less painful experience than the one you’re about to undergo.
After they leave, creative (the writers) walk in to apologise. They assure you they ripped out 70% of the copy to make it workable. They said the original script they were given was abysmally overwritten. Also it made no sense, mentioning a plethora of irrelevant details, but the sales rep told the client it was fantastic, so they felt chuffed. Creative apologises, but you’re not gonna shoot the messenger. You briefly regret that it’s illegal to shoot sales. As you do every day.
Sales arrives at the door with the client. “I leave them in your capable hands.” You look down at your “capable” hands and wonder how quickly they could strangle the life out of the reptilian shapeshifter standing outside the door. You invite the client in. Sales thankfully stays behind the door frame. Outside arm’s reach. Next time.
You get them in the booth and give them a couple of notes:
- Stand up straight, but relax your shoulders.
- Smile as you talk, it comes through in the voice.
- Don’t stress about getting it on the first try, we have the technology.
- Don’t just read the words, think about what they mean.
They may get one or two of the four things, but three or four requires some arcane planetary alignment. Usually they mumble, slouch, emphasise the wrong parts, speak too quickly or slowly. You reassure them not to worry, that it’s going great. You look over at the pile of work already sitting in your In Progress tray and cry on the inside. After 15 minutes of audio for a 30 second ad, you tell them they nailed it. Good job. You know you’ll fix it in post. You take them back out to reception. Two minutes later Sales comes in to say thanks. You tell them to fuck right off. You mean it. Five minutes later Creative walks in, apologises. Asks you if you want to grab a beer after you’re finished.
You say sure. Tell them you’ll be finished by 5pm.
The ad is in the client’s inbox before they arrive back at the office.