How do you make a silly commercial? Well, first you get copy points–the sales information that needs to be included in the commercial. (Or maybe you don’t. In this case we didn’t…this client likes our silly commercials, bless them, and wanted another one using the same information as the last one.)
Next is the script. Our last spot for this client was “Great Moments In Electric History: Ben Franklin”:
Knowing how America loves a sequel, our script is another “Great Moment”, this one spotlighting Thomas Edison:
In writing the script, I actually did some research to figure out who would be UNhappy about the invention of the lightbulb; conflict is essential for a fun story! Also essential, for the marketing goal of these spots, is to put over the message that when electricity fails you, our client will come to the rescue.
After the script is written, it’s into the recording studio. This is another Wenty/Krohe jam; were Mike Glesinger in the building today I’d have him do the part of the gas lamp salesman. But Gles is in Lincoln, America (Go Bulldogs At State!!!) so I took on that part. I tried about three different voices for it, deciding to go with the old man voice because it allowed for the best separation in tone between the Announcer part, which was also me. When one talent (quote unquote) does multiple parts you have to try to use very different voices, or write the script so that actor’s two parts don’t speak back-to-back.
After recording the voices, and editing them, it’s time to add sound effects and music. The music I selected for this ad is, honestly, not quite era-appropriate. But it doesn’t stand out the way a disco or rock track would. When you’re against the clock, it’s important to realize which elements to toil and strain over and which to, as they say in the kitchen, “eyeball it.”
You have voice. You have music. You have sound effects. It’s time to throw it all into multitrack! This is where you finesse the various elements–when do the sound effects come in? When do they stop? How tight do you want the voice parts to overlap? How does the music fit in? Once it sounds the way you want it to, you bump it down to one stereo track. You add processing so it sounds shiny on the radio; you save it; you upload it into our online traffic software; and you dub it.
This then, is the story of a silly commercial. From script to recording session to editing to mixing, and finally a finished product. They’re fun to make, and I hope people are entertained by them!