I was in studio, recording voiceover for a radio commercial for a major coffee brand:
Client: Okay, here’s what we want you to bring out in the read: You’re a dad, it’s 7 am on a Saturday and you’re about to take your kids to hockey practice, and that’s why you need (X coffee brand). Really bring out that feeling.
Keep in mind that the copy is literally one sentence that only really references the bold flavor of the coffee, and does not lend itself to conjure up any of the aforementioned imagery.
I did a few takes, varying my tone and delivery.
Client: I’m not really hearing the dad in there. Less parental, more dad.
Me: (wondering what in the world that means) …So…maybe I should sound a little more tired, since it’s so early, but still determined to get the kids to practice on time thanks to the coffee? Or like I’m trying to be fun so the kids like me? Something like that?
Client: Just…I don’t know…sound like a dad! More fatherly! Do you have kids?
Me: No, I don’t.
Client: Ughhh geez, well THERE’S your problem right THERE!