Did you watch the Super Bowl last night?
You can be excused for tuning out around halftime as the outcome was never in doubt, but if you are a voice actor it was worth hanging around until the end, and not just to hear Gabe Kunda sell Eagles championship merch or VO Atlanta Keynote Speaker Imari Williams crush it on the Taco Bell spot with Doja Cat and LeBron.
To the astute follower of commercial VO, something else stood out.
I’ve been talking for the better part of a year about the dramatic shifts happening in commercial VO casting, primarily the end of the Era of Quirk. Cutesy is dead, and what we’ve been defining as “conversational” over the last decade or more, is quickly following it out the door.
Super Bowl spots are generally not the place to look for commercial trends, as they are the ultimate mini-movies with a nature more cinematic than most advertising, but sometimes they capture a moment in the social psychology of the nation that speaks to where we have been, and where we are going.
Over the past six months there has been an acceleration of “something” changing in commercials in general, and commercial voiceover casting in particular. A shift that in workshops and coaching sessions I’ve variously described as being more assertive, declarative, or alpha. Very much counter to the prevailing trends of the past decade. Older. Less under-30 sounds and more 35-65. Not particularly less diverse, but more open to exploration of voice types in verticals and on product types that would not have been first choices over the past five years especially.
Last night, what I heard, (and what I SAW on spots that did not use VO,) was something that crystalized this trend into one word: Ownership.
The Era of Ownership in VO reads has begun.
What does that mean? It means that the socio-psychology of the nation has shifted into a dynamic where we no longer question what is ours and if we belong. Where certainty of perspective prevails, regardless of the perspective (and for better or worse,) and where we acknowledge and support victims but no longer are willing to BE victims.
The Nike spot (https://www.youtube.com/watch?v=b0Ezn5pZE7o) is a perfect example of this: This read is not “empowered.” Empowered is an out-trending buzzword that implies taking something that was rightfully yours but to which you were denied access. And while the spot’s messaging could easily be read that way, a listen to the read and a close watch of the visuals reveals that the perspective of this voiceover, the perspective of this spot, is ownership. The read declares that it is no longer about change or making up for things that should have been……this voice OWNS her place, just as the athletes do, just like Kendrick Lamar owned the halftime show, and no permission is asked or required to occupy her rightful space. This person has never been a victim because her success, her dominance, was inevitable. There’s no glory in having overcome…..only the power of ownership in the moment. It’s present-facing, forward-facing, but never looks back.
Even when humor is still at play in commercials, ownership is beginning to muscle its way into the delivery, like in this one of several Fox IndyCar promos: (https://www.youtube.com/watch?v=PXn1l-R7uPY) The visuals and copy still have loads of play, but the read is winking deadpan, declarative, and masculine without trying.
Same with the Taco Bell spot I referenced earlier (https://www.youtube.com/watch?v=rzJPAqhIbXw) Great writing, cute spot, but the VO leans deeper, hip but more 35-45 than 20-30. And owns the read entirely, which is hard to do against celebs like LeBron and Doja.
Even Harrison Ford’s clever Jeep spot that many rated the best commercial of the night, without VO, was a good indication of where we are going. Certainty. Assertiveness. Open-minded, but not questioning or hesitant. A nod to unity, but also a decisive choice. Ownership.
What does this mean for us as Regular Joe & Jill VO’s?
It’s time to get out of the 2010’s and early pandemic mindset. Quirk is dead. Trying to be the “clever” voice is dead. No one wants to be preached to anymore. And the traditional rules of “conversational” are heading out the door, after over a decade of overuse leading to consumer fatigue. Ad buyers are telling us that their data says consumers are responding to messaging that knows what it wants, doesn’t ask for permission, and states its perspective clearly.
In 2025 there will be no “it” voice. No demographic that dominates. The only question will be, did you own the read?
Well, did you?
Brilliant stuff here, Capt, and I think it’s also good news for anybody! Because everybody can “own it” …it’s a declarative attitude with many layers, and not just for one type of voice or person
I predict the new catchphrase and directions will steer toward “ confidently conversational” and other mixtures of that. The buyers still want “ Real” so I don’t think that will ever go away right?
Real, yes, in the sense that people still are leery of authority figures demanding they be listened to and obeyed. We’ve all been lied to entirely too much by “them.” Now it’s time for “us” to own the space we’re in.
Oooo confidently conversational. Is that trademarked yet?
As someone who falls in that age range ( upper). I approve this trend!
Great analysis. Agree. ( Screw the game, or any other content, I’m here to study the spots!) I like to think of this type of read as positive “self talk”. It’s the read I give when I want to “own “ the read. Assertive, as you said. and It’s about time, IMO, to move away from the “quirk” read. Over due.
*taking notes*
SUPER fascinating to see what they chose for the Fox Indy spot. I had that audition too. I see now and think I now better understand and agree with what appears to be a shift.
Thank you for posting this, JMC! Time to put these insights to work!
Excellent insight as always. Do you also see this as having a little bit of a chip on your shoulder or just 100% sure of yourself?
I don’t see the chip. This read doesn’t need a chip. It inhabits its own confidence fully but with no resentment.
What if my name is… Chip??? Asking for… myself!
I always look forward to these and this play by play analysis did NOT disappoint! Thanks JMC
I read for two of the ads for the Super Bowl through my agent in LA. They wanted masculine quick reads. Unfortunately it didn’t work out for myself but it’s interesting what you spoke about. Looks like ads are going the direction of masculine reads. Interesting. Thanks good read.
Awesome analysis – I always appreciate your insight. I think “Owning Your Read” is a great mantra to take into 2025, for auditions, for bookings, for our businesses. Looking forward to a big year!
Love this! Great insight JMC!
I always look forward to your analyses! Thanks, JMC. For women, do you think clients will lean more towards lower registers or mid range, as long as there’s a ring of authority and confidence?
The trend is definitely older than it was. I don’t think it will be an amazing year for super-young sounds doing mainstream commercials. 35-55 is gonna be the sweet spot with more over 60 than you might imagine.
Fascinating insight JMC you’re always able to identify which direction the VO winds are blowing .
Oooooo I’m loving this analysis, and it’s definitely a reflection of the cultural “Warrior in the garden” moment we are in.
Off to go pump some iron at the gym 🙂
Very insighful, thabks for the post! Would love to hear from HDs if the auditioning trend has already taken hold here or if the “conversational read” is what gets you the job, and the actor is directed more in a confident, owned kind of direction during the recording process. Either way, I think a shift is good for those of us that get after and connect to every read. Look forward to more on this!
I’d say 3-6 months ago it was happening in-session, but it is very much in the specs now. I think CDs and agents are catching on. What usually happens is that buyer’s choices change before their language does, but their language is changing now too.
I love this! No nonsense, just bring yourself in, be there, do the fucking thing.
Great post, JMC. Very interesting shifts happening. I always look forward to your Super Bowl insights. Thank you
Good stuff, JMC. But I’m assuming this is more true for Alpha brands, a là NIKE. Voice talents would still be able to grow younger brands into ‘Ownership’. Either way, both nurturing and harvesting portend such great trends. Thanks again W+K, thanks again JMC. JB
I’ve actually been shocked by how many iconic Gen-Z brands I’ve seen recasting older in the last few weeks. I think it will be across verticals.
I couldn’t agree more. And I am excited about this shift in the market. I noticed it in the writing of scripts last year. I still think that more flat read you talked about is in as well. It’s not overly dramatic. It’s unapologetic and just factual. I am so excited about the future. Because ownership is not an emotion ai can copy! Great post.
Older is the new younger. I’m in, AND owning it!
Thanks for the great insight, J. Michael!
Great, insightful analysis as always, JMC!
Thank you J. Michael for always sharing your invaluable insights and examples to help us stay current and well informed! I’m excited about what’s ahead in 2025 and beyond!!
I am loving this trend. I’m not on that train, I’m driving that MF! OWN THE READ! YAAAASSSS!!!
Any VO news that’s good for older VO folks is good news to me (…and my kids say I’m not cool – pfft)
Great insights here!
Bring it on!
I appreciate this assessment and breakdown, thank you for sharing your expertise! I definitely love this development!
This is so useful! Thank you!