Voice Overs Of The World: Jack Daniel’s
I don’t generally pay a lot of attention to alcohol advertising, as much of it tends to simply lean towards the hot party/fast cars/pretty people demographic and can sometimes be pretty basic. But I was impressed with this ad campaign I discovered for Jack Daniel’s Whiskey, which veers away from the usual noisy ads and utilizes some terrific voice overs to set a mood and atmosphere quite nicely.
The first thing I think you notice about these ads is the stunning animation, in crisp black-and-white. There’s no doubt that these ads have a distinct visual flair. But right after you notice how gorgeous they are, that voice comes in and instantly steals your attention. With a gravelly timbre, the actor behind the VO manages to convey a sense of toughness and manliness, but also remain conversational and have a slightly breathy tone at the same time. It’s a really great blend of tough and accessible.
The first ad (top) talks about the man named Jack Daniel, and the product he named after himself, while the second ad focuses on the mystery of the “No. 7″ that adorns every bottle of the whiskey. Again, this terrific voice comes in and discusses the question of No. 7 with just the right balance of inquisitiveness and knowledge. I don’t know about you, but this voice actor’s delivery evokes an image of a bearded cowboy sitting in a fancy leather armchair in his library, with a cowboy hat and a smoking jacket on, talking about good ol’ Jack Daniel.
Whether that’s what the producers were going for or not is beyond me, but I can tell you one thing; anytime you can evoke that strong of an image in someone’s mind with just a voice over, that’s an exceptional voice over.
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