No car gets bad overnight, right?
But as soon as the commercial for the new model comes out… ours already starts to look outdated.
That's what advertising does. It transforms novelty into desire.
And the voice is one of the most powerful tools in this process.
Now, even though I know exactly how this works… even though I'm one of the professionals who films these campaigns… I can't escape it.
My car is working perfectly.
It doesn't make noise, it doesn't let me down, it takes me everywhere.
Even so... I keep thinking about switching.
So I decided to do a test: listen to some commercials I recorded and find out which one could convince me.
Toyota is not trying to seduce.
She exudes confidence.
It's a clear, informative, and kind voice.
Volvo speaks with elegance.
It's sophisticated, safe…
Like someone who doesn't need to raise their voice to be heard.
Everything changes here.
It sounds like a conversation.
It's close, welcoming…
Almost like advice from father to son.
BMW is sophisticated too.
But there's a provocation.
She doesn't explain.
She challenges.
It's amazing, isn't it?
My car continues to run perfectly.
But suddenly, it seems like I need a bigger panel…
360 camera…
Adaptive pilot…
an assistance system…
The product changes slightly each year.
Technology evolves.
But it's advertising that transforms something new into something desirable.
And a well-chosen voice is part of that magic.
I still haven't been able to decide.
I think I'll play hard to get a little longer... for those voices that keep trying to seduce me.
Now I want to know one thing:
Did you choose the voiceover… or the car?
Or rather: which of these voices sparked the strongest desire to drive?