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Clucking points

From the casting specs for the voice-over on a series of television commercials for KFC. Auditions for the part were held last winter.

1. The voice should be confident.

This is a confident, progressively thinking brand. The voice should project that confidence. There should be some authority in the KFC voice. Some bass notes.

2. The voice should be fun.

Chicken, relatively speaking, is a fun food to eat. The voice should have a playful, positive quality to it—and perhaps a touch of the irreverence and sass that the Colonel himself had.

3. The voice should be inclusive.

The voice should have broad appeal. It should elicit a sort of instant universal head nod. It should sound like someone anybody would want to hang out and eat some chicken with.

4. The voice should be young and male.

The brand personality is male. It's genuine. It's honest. It's Middle American. It's young. It's even a little brash.

5. The voice needs to sell.

There is a lot of quick, price-point copy, and it needs to hit.

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SEE ALSO: Television advertising; Voice-overs

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