They Keep Asking for that Chase Spot
I think I actually know it by heart by know “Your bank could be here, or here.” I hear the words over and over again, and in truth I can’t tell you if it’s because I’ve seen this well placed and clever add so many times on tv or if it’s because it seems to be the go to spec of the summer when I book tv spots. That Chase ad seems to be the trend. I book a spot and the clients sends me this Chase ad and wants me to match it in tone, pace, vibe-basically every way possible. Now, if the script is written in a way that lends itself to that- great. But the catch is that not every script is written to the formula of the Chase script. So let’s look at this formula and talk about what they are asking for in current television commercial voiceovers and what is the current trend during the covid pandemic. And if the client wants this but can’t have it, there are some similar millennial, conversational commercial reads that are out there.
Impact of the Pandemic
Let’s discuss the elephant in the room: why the sudden shift to animation? While everyone is quarantining in place, and stock footage or footage filmed before the pandemic can only go so far, people can create unlimited amounts of new animation. This trend of increasing amounts of animated commercial content will be with us throughout the pandemic. My old friend from home and brilliant award-winning producer Ira Rosensweig has created a product called Crew in a Box which is “the world’s first plug-and-play, remote production solution,” but until this is more universally adopted or the studios reopen, we are looking at a lot more animation content on television.
Dissecting the Chase Spot
The voice over in the Chase spot is as au currant as it gets. This is the quintessential millennial read. First of all, she (the voice over actor) is talking directly to the viewer. It’s very intimate. She is clear and concise and to the point. She has great energy and she is relatable. As the Chase VO gal explains that when down loading the app “here’s my bank or here’s my bank” we are right there with her because we feel like we know her. It’s youthful and believable and the ease with which she does demonstrates it all instills us with the confidence that we too can use the app on the go. The upbeat, conversational, relatable, authentic pace is what producers want when they ask for this read. This read draws viewers in. This read helps viewers connect to the voice and more importantly connect to the product.
Recent TV Spot Like the Chase Spot
This month I was sent a television campaign for a retirement community and they wanted the read to be like the Chase spot. The scripts were all well-written and could easily be adapted in tone and cadence. Unlike the Chase commercial, my audience was different. My audience was the children and family members of the retirement community who would choose to place their loved ones in this residence. I needed the same upbeat, relatable, trustworthy tone. I needed to draw folks in and make them feel comfortable and like they knew me. I needed to make them feel like this home was their home. I needed them to trust that their parents would be happy. For me, this message hit home as my beloved grandparents had to live in a place like this when my parents could no longer support their needs, so I understood on every level what I was being asked to convey. Like the Chase spot, because of Covid, this spot is also an animation. Here is one of the four recent commercials I did for this client:
Variations On This Read
Last month I was cast in a TV campaign for a bank in Montana that wanted a different variation on the millennial, conversational read. Even though this was done during the pandemic, these spots used video footage! This producer wanted a sound that fit the video and the music, and it was less upbeat, and more every day real. Sometimes in real life we are not bubbling over with enthusiasm, we just need something that meets our needs, and this is conversational in a different tone. It is more detached and less intimate, casting a broader net. You still trust this voice to be your voice, but the scrip is a different kind of script and it elicits a very different read.
Current Trends in TV Commercial VO Reads
In sum, I am cast in projects because clients still want that very millennial, conversational voice over read. Some reads are more intimate and connected than others. Some reads are more authentic. Some are more personal. Some are to video footage while others are set to animation at present. The trend, though, is to sound conversational and I think always, always believable.
Some days I wake up with a burst of energy and ready to get to work. Other days I am less energetic, but regardless, the outcome is the same: I do my thang in the booth. I’ll explain. I am pretty regimented when it comes to sticking to my voice over routine, and that routine enables me to balance both my mom tasks and my business tasks in a way that I am comfortable with. Most days follow the same pattern, with slight variation by day of the week. But some days, I am less “into it” than others. I was thinking it through the other morning and I thought this was a matter of inspiration. I was walking my dogs one day this week with my friend Melanie and she was telling me she felt the same way, that feeling when you just can’t get started. Melanie is a successful New York attorney who works extremely long days. While her career path is decidedly different than mine is as a working creative, this got my wheels turning. Both of us are working moms. Both of us work long days every day. And both of us build our household responsibilities into our professional goals. What, then, is the secret sauce? It came to me that while I often think of things only in terms of the presence and lack of inspiration, it is actually the ability to sustain the magic of the intersection of motivation and inspiration that makes success happen.
I will still also take care of myself too. I want to teach my children that is well. I will blow out my hair, put on some make up, do my nails, and do pilates. If I fall apart, how can I take care of the needs of so many others? Worse, what kind of example am I setting as a mother. So here I am, hanging out at this intersection I realized I love being at but only just named. And now that I’ve found it, I’m not going anywhere!!
As a working mom, I try to only work on weekends under specific scenarios: if booked work comes in that the client specifically needs over the weekend, if I get a direct audition for the weekend, or if it is something like my blog which I generally do while my kids are asleep. Otherwise, the weekend is cherished family time. So, if a client tells me they need something over the weekend, I am generally pretty sympathetic that they have someone on the other side who needs something and has a deadline. It happens that both last weekend and this weekend I had bookings come in over the weekends. While I was delighted about both bookings, the one this weekend was much more pleasant. I think the two bookings lend themselves very well to case studies on what makes an ideal voice over client to work with and what makes a client a little more challenging.
Earlier in the month a client I have worked with before reached out to me with a small budget for a local TV and Media campaign. After a lot of back and forth, we came to a price we could both live with. It took quite a while for the scripts to come in. Of course I finally heard from them Friday evening. I confirmed receipt of the script and asked Client A if Monday by midday was okay and they said it was needed over the weekend. Normally I would add either a “RUSH” fee or a weekend fee, but we had negotiated and the budget was low so I could not do that here. The other snag was that the client only sent one script. We had negotiated a bulk rate assuming that I was recording at once, and sending everything piecemeal was not a great start.
This week was one of those weeks that all moms dread. Jack, the younger of my twins, had to have emergency GI surgery that involved an over night hospital stay. He had a rare intestinal problem that he was born with but was not an issue until now, at age 17. The suffering that led up to the surgery was great, and the surgery was pretty major. In truth the surgery was a bit of a relief as it made all of us feel that Jack was now on a path to wellness, including Jack.
The Struggle has meaningWhen Jack went in the hospital I went back and forth about whether or not to put an “out of office” reply on my email or to continue responding to clients email by email. The day of his procedure, I had two voice over bookings come in that could wait until the next day, so I waited. I was fortunate that the bookings were both from long-standing clients that I felt comfortable telling I needed to delay recording. While in the hospital, I was able to do busy work tasks like web site updates that I had already made lists about and organized. I was not able to do marketing and correspondence. Creative work that required thought and patience just wasn’t going to happen while waiting for a doctor to come out and talk to me. My heart just was not in it. So, in some respects I was able to maintain business functions while Jack was in the hospital and with other tasks I was not.
While I may have figured out how to manage my business responsibilities while Jack has been recuperating, doing that while also managing my home life has been tricky. I typically cook for my family. They fend for themselves for breakfast and lunch, and I prepare dinners. I now have to take care of Jack all day every day, and frankly I don’t feel like cooking. I did make quiche one night, but the rest of the nights we have gotten takeout. It’s the sum total of managing everything that is tricky, including: laundry, cleaning, homework help, bills, putting everything away, the dishes, and the list just keeps going. And I often feel that as soon as I finish one thing around the house, there are ten others waiting for me. I have a daily regimen chopping vegetables and filling kongs to freeze for my dogs, and all these little things add up. With Jack recovering and work, it’s a lot.
As a full-time working mom, we juggle. That is what we have always done and I know that I will get through, but when you have a routine, and that routine changes, it is hard. I am profoundly thankful that my daughter and my husband are helpful, but if all of this happened and it were not a pandemic, I know my mom and sister would be here for added support too. I really miss that. So I will continue to do what working moms all over do, juggle. I will find new ways of getting it all done, of making it all work, of getting my work work done, my house work done, and making sure my family feels loved and secure.
So on Wednesday a client emailed asking if I had availability for a live session for 4 spots, to 30 second spots and 2 60 second spots. Time was not the issue, I was happy to make time. Before even scheduling the session, which we planned to do via zoom, I had two hiccups. First, I had learned the day before that my son has to have emergency surgery tomorrow (not the day after the session, the day after I am writing the blog.) Jack has a rare problem called an intussusception which basically means his intestines are looped and it is quite dangerous, so that was weighing on me. Next, we were hit very hard by Tropical Storm Issias and still running on generator power. When I turned by iMac on in the booth it flickered constantly and I had a legitimate concern it would cut out during the session. I did not mention Jack to my client but I did tell her about our power issues. She told me she was having internet issues, but we decided to give it ago as she had a time crunch.
At the start of the session the client could not connect via zoom. It just would not go through. We decided to connect via mobile phone. On a normal day, my mobile phone is not great in my booth because of all the insulation, so on this day it kept cutting out. I have had sessions where for no apparent reason we are cut off. On Wednesday we were cut off FOUR times. Yes, that’s right, FOUR TIMES. I kept clicking save, in fear that I would also lose my computer, which thankfully didn’t happen.
I was terribly emotionally distracted. I should have meditated and prepared before going into the session. As a working mom, I always want to work because I have financial goals that I need to meet to help provide for my family. The thing is, I don’t have a shut off switch. I did not leave my feelings outside my booth. I have always felt that bringing all of them with me into the booth has helped with my reads, but in this case I needed to cope better. I needed to be honest about my ability to function and I needed to prepare differently. I also needed to realize sooner how frazzled I was and get it under control. I was having a real time melt down and just needed to stop and re-set.
When the client emailed me with the booking, in truth it did not even cross my mind not to take the gig. I always think of how I can best meet a client’s needs. In retrospect, I am positive that I would have deeply regretted not trying. I would have seen it as a missed opportunity. That would have been so upsetting too. My hope is that they see me as someone willing to work hard even with this going on and that they do not write me off. I am well aware that this is a competitive industry, so it is possible I won’t hear from them again, but I sure hope not. The other take away is that I have not been spending a lot of time practicing my craft and working on my read rate. This was a great reminder that those skills always need work. My hope as I reflect on this session is that I am defined from my ability to work through this and not by the worse session I have ever had.
Kramer is so excited to make a deal that he doesn’t hesitate to jump at 25%. I think this happens a lot in voiceover, especially with newbies, and especially when times are slow. You have to know your value and you have to know and more importantly understand industry standard rates. First the client asked me for a quote. We had a back and forth that went like this:
Here, Mr. Seinfeld did not appreciate the value that Kramer was bringing to the table. His perspective was very one-sided. Often clients need to be educated. When Mr. Seinfeld is in the kitchen talking to Mrs. Seinfeld, they only see the value of their product, they show little understanding of the service that Kramer is providing them with his knowledge of the marketplace. In voice over, some clients do not understand why usage matters. This is why it is always important to invoice for both usage and your session fee on your invoice Every. Single. Time. I have other clients who understand perfectly why it matters and what they are paying for but think that if they are in a very small local area or if their client has a smaller budget then none of that matters. In some instances, for folks who are new to casting voice over actors, they do not understand that they are casting professionals with thousands of dollars in equipment, years of coaching, broadcast ready home studios, and all that we have invested in our businesses. So, as a voice talent, you have to decide what you can live with and what you can’t.
Kramer got good, solid feedback from George. Kramer listened to George. He was inspired by George to go back to Mr. Seinfeld and talk about the terms again. In George, he had a friend he could count on. Who are your industry friends? This is extremely important in voice over. This is no small thing. This is why conferences, holiday parties, and Uncle Roy’s annual BBQ all matter! When I have these negotiation issues I can talk to my accountability group, the ladies of the “VO Powerhouse” as we call ourselves or I reach out to Maria Pendolino and you can actually schedule consultations with Maria to help you bid. I like talking it through with friends because sometimes I need the right words so that I don’t seem like a crazy person. After all, do you want to seem like Kramer when you go back to your clients to “educate”them? I don’t think so.
Both Kramer and Mr. Seinfeld wanted to renegotiate. But there is a right way to say something and a wrong way, and these two, well…they do not really exemplify a way that a successful small business owner typically will build a meaningful relationship with a client. More than getting the rate that is best for you and best for the voice over industry, you also want a client and not a single gig. If you carry yourself like Kramer, or George, you are not likely to build lasting and meaningful client relationships. There is nothing wrong with taking the time to work through something. This week I was able to get my clients to double their offer. While it was lower than my initial quote, it was much higher than their initial offer, and it is a number I am comfortable stepping up to the mic for. Be positive, polite, and straightforward. Know what you are willing to do and be firm about your boundaries. And then book, book, book!
