From the desire to quickly get behind the wheel of the latest 4×4 to the need for speed in a Ferrari, voiceover plays a big part in car commercials.
Did you know that the United Arab Emirates has the highest sales of luxury car brands? The target audience, concentrated in one of the most lucrative regions of the world, is targeted in commercials with a calm, formal tone.
People who are customers of luxury car rental in Dubai are in no hurry and will pay attention to a confident voice offering a chance to drive some of the most prestigious cars in the world.
Each type of car commercial pairs perfectly with a tone of voice, offering the advertisement the best chance at convincing its audience.
Let’s examine why voiceover tones and characteristics play such a big part in car commercials and customer purchasing habits.
Sports Car Commercial Voiceovers
The way sports car brands promote their vehicles is quite different from most. Sports car brands will often use the voices of professional athletes or movie stars to promote their brand.
This is often done to make audiences eager to become just like their favourite athlete or celebrity, as they can own the same flashy sports car they do. The idea is all about making audiences want something they can’t have – it works for the select few who can afford the brand’s vehicles, and ads like these feel more exclusive.
Business Class Car Commercial Voiceovers
Some of the biggest and most-advertised campaigns are that in the business class. This includes the clientele of cars such as BMW, Audi, Mercedes, and many other brands, which often dictate the tone of commercials – something campaign organisers must keep in mind.
If you compare business-class car commercials in different countries, you’ll notice the tone and tempo of the voices differ, adapting to the consumer’s interest and drawing their attention.
This idea extends to commercials for services offering premium car rentals. These commercials communicate a sense of partnership and professionalism, reflecting the tone of interactions among partners and colleagues as they negotiate mutually beneficial deals and strive to achieve shared objectives.
Furthermore, the portrayal of luxury in these commercials is often complemented by the use of sophisticated language and elegant visuals, aimed at appealing to the discerning tastes of the target audience. Whether it’s the sleek lines of a high-end vehicle or the impeccable service offered by a luxury rental company, every aspect of the advertisement is perfectly crafted to convey exclusivity and prestige with professional vocal tones.
Family Car Commercial Voiceover
The most conservative advertising channels, such as TV and radio, are more partnered with family car brands – like Nissan, Toyota, and Mazda. However, capturing an audience’s attention through radio is more challenging, as you have only to rely on the voiceover alone to sell the car to your customers.
It’s worth noting that family car commercials are usually voiced by female voice actors. This is largely influenced by the fact that purchasers of this class are predominately female.
Unlike the aspirational marketing seen in luxury car commercials, family car ad voiceovers offer a solution to every day problems drivers may encounter. The brands offer practical solutions in the form of their product – a family SUV. Due to this, the voices in these commercials must convey empathy and a deep understanding of the audiences needs, helping to encourage confidence in the brand.
Conclusion
As we look towards the future, one of the most intriguing aspects of marketing lies in the exploration of new avenues – particularly in social media platforms.
The automotive industry’s shift towards innovative electric vehicles has also introduced new branding opportunities. These advancements have paved the way for creative marketing strategies, incorporating effects, overlays, and even ASMR—an increasingly popular trend.
This new wave of promotion emphasises the important role of sound, with voices delivering fresh and unexpected tempos. Often, the most impactful campaigns start from bold experiments and original ideas. However, executing such strategies demands a fresh perspective and unwavering professionalism from voiceover specialists.
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