FedEx
Voice Direction:
This is a simulated audition for a 10-second radio spot for FedEx. We’re casting a friendly, cheerful read that encourages listeners to trust and use us. No slate. One take only.
Script:
Sending packages this holiday season? Choose the shipping service that you can count on to deliver your gifts on time. FedEx. We live to deliver.
Congratulations to our winners, Shaquana Bell, Suzanne Ellis, and Michael Flemming. They delivered what the Director asked for: friendly, cheerful and trustworthy. That path has interesting boundaries. “Friendly and cheerful” may seem at one end of an emotional spectrum, while “trustworthy” (especially if mistaken for “authority”) might seem to be somewhere else. Our winners brought these qualities together by being natural. The lack of artifice and a warming smile say “trust” to any ear. Here’s are some ways to do that yourself.
1st place winner: Shaquana Bell
Judge's Comments
Hey, she’s pretty good: smooth, a solid tempo (not too fast, nor slow), natural voice, and she stresses the right words. But one thing is holding her back from dynamiteness: she needs more happiness. With even more smile and looseness, she would have nailed it. From a technical standpoint, her audition suffers from low volume. It peaks around -12dB and at times dips to -16dB. (Ideal is -5 to -3dB, but never over 0 at any stage of the recording/production process.) While low volume won’t disqualify a strong performance, screeners are psychologically influenced by healthy volume, and inconveniencing them by making them adjust their listening volume might be considered unprofessional. There’s also a bit of room noise and hollowness in her recording.
2nd place winner: Suzanne Ellis
Judge's Comments
She has a pleasant voice, and her British accent is charming. But she could sound looser and more “friendly and happy” in the opening (she sounds a wee bit hesitant at first), and gradually sounds happier as the spot continues. So we suggest she use a “lead-in” phrase or sentence to warm-up into character, and then delete that lead-in before submitting. If she already did that, then we suggest a longer lead-in with even more smile. Also, she sometimes sounds hesitant, as just before the word “count.” (Her voice volume dips.) The opening is critically important, because busy casting teams will hit “stop” after the first word or two. The name “FedEx” is a bit too dramatic – too much “F” – and if it were to stand alone, no one would describe this word as friendly and happy.” Recording technical quality is good, including the volume, which peaks close to -5dB, which is within an ideal range.
3rd place winner: Michael Fleming
Judge's Comments
After a while, he begins to sound rather friendly. But by then, it’s too late. Overall, he lacks enough smile and happy. We recommend the same measures as for our other winners. The opening lacks energy and he swallows the first word, sounds like “sim(d)ing”. Recording quality is okay, but he left nearly a second of silence before his first word, which is also almost enough time for a casting person to figure the recording is silent and hit “Stop.” There’s also some mouth noise before the last sentence, and silence at the end. If someone just looks at the recording’s length, this makes it seem like he went 2 seconds long, when actually he came in at exactly 10.