Automotive spots for radio and TV are a classic genre of voice over job. But as a voice actor performing a car commercial read today, how do you make a traditional topic fresh, and how can you use your voice to hone in on the specific target market the company aims to resonate with?
In this week’s episode, Stephanie is joined by Ron Allan, a veteran of on-air radio work who also boasts ample experience in creative copywriting and vocal coaching. As they listen closely to a round of auditions for an automotive TV ad, he breaks down the elements that make a good car commercial, including knowing where your voice fits best, capitalizing on opportunities in the copy, and discerning your ad’s target audience by studying the brand.
About Ron Allan
Ron Allan started his broadcast career in 1995 at the Specs Howard School of Media Arts in Detroit, Michigan. From there, Ron’s first gig was on small-market radio stations learning how to communicate with listeners both on-air and at live events as a station emcee. It wasn’t long before Ron moved to on-air positions in rock, country, contemporary hits, and oldies formats in capital city markets like Lansing, Michigan and Charleston, WV, before discovering and falling in love with the smooth jazz format in Columbus, Ohio. Along the way, Ron developed his skills in creative copywriting, voice over, audio post-production, live event MC, and has voiced and produced thousands of radio commercials throughout his 30+ year career.
Ron is a well-known voice over coach and has trained over 500 students in the art and business of voice over since 1998 through his own company, BIG VOICE Productions, LLC. Ron has also appeared as a model in print ads, runway fashion shows, and as an on-camera actor playing extra parts in TV spots for Facebook, Bob Evans, AEP, Value City Furniture, and one major motion picture, Traffic, starring Michael Douglas. Ron is currently the Morning Host on WSBZ, Smooth Jazz 106.3 FM, The Seabreeze, Destin, Fla.
Hosts: Stephanie Ciccarelli, with special guest Ron Allan.
Inspired by this episode? Get your practice on with our voice over sample scripts.
About Mission Audition: Mission Audition is presented by Voices.com. Produced and engineered by Randy Rektor. Script written by Oliver Skinner.