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Commercials: Filter Your First Line Through
Different Directions - See What Happens?
June 30, 2014

By Hugh Klitzke
Casting Director and Coach

In commercial copy the first line is often where you can put your personality. Your point of view. Your sense of "élan."  

But I'll take it a step further.  The first line is also often where direction lives.  

If we use some standard direction words like "friendly," "wry," "confident" or "deadpan" - and filter the first line of each example through these adjectives - the sound of the whole commercial takes a different turn.

With steak, you want to make every bite count. That's why we use A-1 Steak Sauce ...

Could be the worldís best tasting light beer. Open minds open Amstels. Brewed with all natural ingredients ...

Why is it that the stuff thatís nutritious never seems to taste as good as the stuff that isnít? Well, thatís about to change.  Introducing ...

Only a chocolate this pure, can be this silky ... And make you savor, sigh, melt.  Dove Pure Silk chocolate ...
It's not just about the first impression. Well - it is about that. That is inescapable. But that's not all it is. Knowing where the direction is placed most effectively makes the difference.
Hugh P. Klitzke is studio manager and voice casting director for a leading bi-coastal talent agency, who has directed more than 85,000 auditions for all voice over genres. Based in New York City, he is also a coach specializing in teaching voice over for actors, and writes VO4TA, a twice-weekly blog with helpful voice acting tips.


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