What a difference half a second can make!

I’ve just done an ISDN voiceover session with the guys at BKP in the UAE. I was providing the voiceover for a radio ad for National Car Rentals.

I’d read through the script a couple of times before they dialled me up and I’d discovered, as is often the case, that there were too many words to comfortably fit into the ad’s 30 second duration.  Still with practice and going really fast I’d timed myself to around 30 seconds.

In the session the client admits there’s too much copy but asks me to read it all anyway. So we go for a take – I’m really having to work my tongue and facial muscles to get them to go fast enough – but I do it. Take timed at 29.5 seconds… but obviously it sounds really rushed.
So they direct me to have another go – but this time although I have to still keep it upbeat and pacy I should read at a speed that I’m comfortable with. That way they can work out how much needs to be cut from the script.

So I kind of relax a little – keep the energy of the read up but ease back on the throttle for the pace. It feels and sounds much better – I’m thinking it’s going to come in at around 35 seconds maybe more. Amazingly and bizarrely it’s timed at bang on 30 seconds.  With the removal of breathes and a little tightening they’ll have room for music and sound effects (just!).
Job done – Everyone is happy!
I do a couple more takes for safety and we’re done.  I still don’t understand how that 0.5 of a second made all the difference to the sound of the ad.

The National Car Rentals radio ad was produced by BKP