Analyzing the Voice Over on the Facebook Apology Commercial

[@ChrisAgosActor]

Question of the day: what do YOU think about the read on this spot?

[@Fan_Made_Videos]

I always felt that the ad reflects Mark Zuckerberg's personality and the voice is an extension of it. The entire commercial feels like a passive-aggressive apology.

[@ChrisAgosActor]

I'm sure there are others who share that view, thanks for sharing your thoughts.

[@robmarley7049]

Thanks, Chris! I really enjoy the way you dissect these spots. As a voice actor myself, its been very helpful. Keep em coming!

[@ChrisAgosActor]

Thanks Rob! Glad you enjoy them, and I'll keep 'em coming!

[@leejagow6778]

Chris, Greetings from Chicago, I really appreciate your breakdown of the read. To me it's obvious that FB was looking to have this ad on the record so they can say they are being "proactive" in looking out for their users. We will never see "and the winner of the (insert award group name here) Best Apology Spot is....", as this would only refocus attention on FB. The read should have been stronger, more sincere, articulated and a genuine apology instead of the millennium mumble they produced. Great job, keep bringing us more, it only improves our game.

[@ChrisAgosActor]

That's a great point, I think there was no attempt to make the read "genuine" as an apology. I think they went overboard attempting to make it sound "real". And that left it flat and ineffective as an apology or brand re-set.

[@NickMichalak]

I can only view this as wanting the voice to be your average young person, trying to be heartfelt in a loose way, but the message being put across feels limp. For something like this you want an earnest sense of regret and an extension of a firm hand to ask for a second chance.

[@ChrisAgosActor]

Great point!

[@ronfehr]

Hi Chris, I should first identify myself, so people know where I'm coming from. I too left my 20's decades ago. Also, I am just beginning to learn about voice-over; and from my perspective, you nailed it. I agree with everything you said. This commercial doesn't speak to me either, because I'm not in the demographic it's most likely aimed at. My son is 18 and he doesn't use FB at all, and he thinks it's for old folks, in their 30's and 40's. I learned a lot from your review and feel that it is balanced and objective. As you pointed out, there is no way for anyone, except those involved, that can know what direction the VO talent was given. It would be interesting to have a conversation with the producer to find out what their objective was. Btw, I just finished listening to your audiobook, Voice Over Startup Guide. I give it five stars! Your book is well-thought-out and perfect for someone like myself, a complete newcomer to learning about the industry, career, and direction I should take in getting started. I'm looking forward to learning more from you as I proceed down this road.

[@ChrisAgosActor]

Hello and thank you for your thoughts and for the kind words! I think it's interesting that people in many different demographics respond to this spot the same way we do. Sometimes advertisers just miss the mark. Anyway, I'm glad you're enjoying the book and finding it helpful. Best of luck to you in your exploration of VO!

[@vocalrangers3001]

My take on it is that they were going for the regretful, almost depressed sound you hear in anti-drug and DUI ads. I think the low energy was to try and push that there was shame being felt, that they knew they had done wrong. I do agree that the read felt flat, and I don't think it had enough emotion throughout to pull of the "shame and remorse" stance, but to me it sounded like that was the intent behind the read. Great video, and I liked the analysis!

[@pearlnp10]

This was great. Funny enough. I auditioned for it. So I love your analysis. It was really a surprise to me of the direction they went with but I never thought of this read.

[@ChrisAgosActor]

So this WAS auditioned. I was wondering if they went with an actor or someone who worked at the agency or at FB.

[@stephencarlock3321]

Hi Chris. I found this video thanks to Rob Marley, who showed me some of your other dissections. Great content! In response to your question: FYI, I'm 30 years old, married and have 3 young kids. I've been using Facebook since my early 20s. I really felt like Facebook overshot when trying to cast a "regular young person" for the read. This definitely is not the fault of the voice actor. Realistically, it seems like the demographic that would be most concerned with data leaks would be a little older than the read made the actor seem. Like you, I thought the voice sounded like a late-teen/early 20s delivery. Most of the people I know in that age range don't know how to make a heartfelt apology, so I think the actor did this well, but this is where I think the spot itself fell short. To me, a slightly older voice (late 20s) with more emotional investment would have been better. This reflects Facebook as a company as well. Zuckerburg was 19 when he founded Facebook. He's 34 now. The company itself is 15 years old. A "young adult who is maturing and taking responsibility for a mistake" would have felt more appropriate (to me). As it is, the spot itself feels pretty disingenuous. Again, not the fault of the voice talent. My 2 cents. SIDE NOTE: I think it would be interesting to hear your analysis of the Gillette "toxic masculinity" commercial. Not from the perspective of your agreement/disagreement with the content, but on the impact of the vocal performance, given the ad was such a big deal.

[@ChrisAgosActor]

Welcome to the channel! Thanks for your two cents, and I agree with you...not the fault of the talent completely. However I think it's safe to assume he did something close to this read on the audition. And if that's what's getting booked these days, this completely flat delivery? I'm tapping out! LOL Thanks for sharing your thoughts, I really appreciate it.

[@2fladoodle]

Great video! Keep uploading and no doubt your channel will grow.

[@2fladoodle]

Also im 20 and this is annoying but it could be because i've been working on my pronunciation, emphasis, etc so it doesn't sound like this when i read copy. I know people that talk like this and i guess its normal for everyday speech as i used to talk like this aswell but i wouldnt want to hear it on tv or anything and from a younger voiceactors perspective its kind of annoying.

[@ChrisAgosActor]

Thanks much!

[@ChrisAgosActor]

Yeah, interesting perspective, thanks!

[@bryancarmody1617]

Chris, again this dissection and commentary on this ad is from my perspective again right on - alot of times you'll hear critique that doesn't want to "offend" and I don't think you did. I'm in your demographic as well so from my listening I heard the same thing. As we all hear the top descriptors or directions we see on any job audition spec are 'non announcery' (don't know if that is an actually a word) - What I heard re-inforced here is to learn to KNOW who the audience is becomes more important than even in the audition process. If you don't identify with the copy - or if he copy sounds like it comes from a different perspective there is only so much mechanics and 'craft' you can apply and even if you do your best 'waking up from a nap' voice - chances are they are going to go with the voice that sounds the most authentic. Anyway I could go on and on - but again as a full time VO talent I found this SPOT ON. Thanks again. Really great stuff.

[@ChrisAgosActor]

Hey thanks! I appreciate the kind words and thanks for the comment.

[@visione360adventure5]

My name is Rick and though I'm more of an inspiring VO I love listening and am purposeful in the way I speak. I was an Emcee for 7 yrs. In chicago and now in wyoming they dont have that. If you look at both the wells Fargo and Facebook reads it almost seems as if they are conveying in their inflection who they where. The wells Fargo guy at first was the voice of past, the slow. Methodical cowboy but rose to become the new. Wells Fargo is like we were this was but now??? With the facebook lazy and too relaxed caused this issue was in his voice, then he picked it up almost saying let's get through this then we can relax. If that makes sense. Love your book btw. -Rick

[@ChrisAgosActor]

Thanks for sharing your thoughts and for the compliment on the book!

[@clairecardou5471]

I love your analyses, Chris. May I ask if your mic is a Senn 416 or other?

[@ChrisAgosActor]

Glad you like it! Yep, that's a 416.

[@ChrisAgosActor]

I should add that I did a video about my gear. Watch it here---> kzbin.info/www/bejne/mYK4mIOsaJt4Zs0

[@clairecardou5471]

I use a 416, as well. Thanks, I'll check this out!

[@KareemTaha15]

this was so fascinating. as an 18yr old, to me, this came off as incredibly disingenuous as a direct result of it trying to be genuine

[@ChrisAgosActor]

Interesting that you had that reaction as well!

[@vidiagamara]

its too fast in some places for sure. i think it does sound like ppl i know/knew 5 years ago... could use more variety in intensity and intimacy

[@RomisDIYProjects]

I think this is what they call the millennial read