Whether watching an ad for a high-end perfume or premium ice cream, you may have noticed one thing that typically comes with both—a sultry voice over.
Just as a deep voice can make your campaign stand out, sultry voices in advertising can put your product front and center of purchasing choices.
It’s not just that a sultry sound conjures up ideas of sexiness—and, yes, we all know the old adage that “sex sells”— Rather, it’s that a sensual voice tends to exude confidence as well as charm.
It’s this added sureness when it sounds authentic, that can bring credibility to a tone that’s naturally soft and seductive.
So, let’s take a deeper dive into why a sultry voice can make your campaign irresistible—and what to look out for when choosing the right sultry VO for your commercial.
While deep voices in advertising tend to be associated with power and prestige, a sultry sound conjures up a different feeling–pleasure.
Consequently, it’s particularly effective in commercials for “hedonic” products —that is, products we purchase to provide sensory fulfillment.
The smooth, warm tones of a sultry VO in ads for these items tend to suggest they’ll thrill or titillate.
For instance, a beguiling voice recommending buying a bouquet of flowers might evoke the idea of rich floral aromas and vibrant colors. Similarly, a sultry VO for chocolate treats can make you believe one bite and you’ll find bliss.
As voice artist John M. explains:
English British Voice Over Talent John M.
The soft sell voice is obviously more enticing, engaging, inviting, coaxing than a more-shouted one which seems to be the preferred style of clients who want to sell huge stocks of bargain carpets!
Certain products, I believe, could only ever be sold by using a soft sell such as luxury goods, expensive cars, and succulent foods.
I can’t imagine buying any of the aforementioned if the commercial shouted at me to go out and purchase them!
John’s coaxing vocals can be heard in several upscale drinks and food commercials, including this one:
It’s not just sensory connections that are made upon hearing a sultry voice in advertising. Feelings of desire and pleasure can create powerful emotional associations too.
Flowers, chocolates, jewelry, perfume, these can all be gifts given as tokens of love and affection–often on occasions like anniversaries or engagements.
A warm, sensual delivery in an ad highlighting these precious moments can underscore their intimacy and specialness.
Buying this product, the voice implies, is more than just a purchase–it’s a magical memory in the making.
Sultry voices can also be highly persuasive. Just think of the come-hither tones of famed seductresses such as Kim Cattrall’s character, Samantha, in Sex and the City, or the siren to rule them all, Jessica Rabbit (“Not bad, just drawn that way.”)
These voices are both alluring and arresting, drawing people towards them.
In advertising, this kind of seductiveness can do much to sway consumer perceptions.
Not just by arresting attention, but also by making whatever product they’re talking about seem highly desirable.
The British high street store, Marks and Spencer (M&S), masterfully managed this in their 2005 “Not just M&S food” campaign.
While their softly spoken voice artist got hot and bothered over a short rib of beef, food sales shot up by 3500%.
The company parodied the campaign in a successful series of follow-up commercials in 2019, having a self-deprecating chuckle while still managing to bring a bit of va-va-voom (and boosted sales) to family dinner favorites.
The company has continued to build on the idea that M&S food is something special, aligning it with the country’s biggest TV show, Britain’s Got Talent, through a major sponsorship deal that same year.
Finally, using a sultry voice over can help create a distinctive brand image that stands out in a competitive marketplace.
It can convey a charm and confidence that positions your wares as premium products in the minds of consumers.
And, as highlighted above, the captivating voiceover doesn’t have to come from a female voice actor either.
For instance, the soothing, sexy sound of Josh Lucas has been the unmistakable voice of the Home Depot brand since he signed on for their commercials in 2013.
Lucas’s voice is a masterclass in connecting with his audience.
It feels personal like he’s speaking to you directly–and enjoying it to boot.
His voice is engaging, and evocative, and there’s a playfulness to it that draws you in so that before you know it you’re lining up at the Home Depot registrar with a nail gun you don’t need!
So what should you be on the lookout for with a sultry voice?
For starters, most have a smooth warm quality that sounds slower, and more deliberate than standard.
A voice artist with this kind of tone may have a lower pitch.
With women, this can be on the breathier side, while with men it may be a little raspier.
Voice artist Andi G. also notes that a sultry sound is “definitely flirty and playful.
It can have a bit of a sleepy quality or a bit of a wink too.” Andi employs both in her VO for the personal lubricant brand Astroglide (below).
For a finish, though, the most important aspect of a sultry voice is that it creates a memorable auditory experience and, as a result, moves the product in your commercial up the must-buy list.
If you want to find the best sultry voice actors for your advertising campaign, Voice Crafters has a strong selection of top, fully-vetted talent.
Simply post your project on our online platform.
Make sure you request custom auditions based on your script (it’s free!) to really hone in on the voice that’s right for your brand and message.
Or if you need help casting the right talent for you, drop us a line and we’ll be happy to help!
2 Comments
ANDI is a friend here in LA – so I’m a bit biased. One of the most talented people I know. Great commercial. TODA for the article Mony.
Thank you so much Juliette! Glad you liked it 🙂