Behind every iconic ad campaign is a story told with clarity and feeling.
And while visuals, music, and scripting all play their part, there’s one element that often goes unnoticed but can make all the difference: the voice over.
Not just a finishing touch, the perfect voice over can carry the brand’s personality, grab your attention, and be remembered long after the ad ends.
But identifying that perfect voice over is often easier said than done. That’s why it helps to learn from the best.
Here are three unforgettable ad campaigns that showcase the power of a great VO—and the lessons every marketer can take from them.
Iconic Ad Campaign No. 1: GEICO and its Gecko with the British Accent
American insurance company GEICO introduced us to its affable Gecko back in 1999.
Since then, the little lizard has become one of the most memorable brand mascots in advertising history, not just for his quirky personality, but largely thanks to his charming British accent.
Originally, the Gecko’s surprising Cockney voice was meant to be a one-off, like the ad’s earlier versions featuring an Australian voice and, later, Kelsey Grammer’s cultured transatlantic tones.
But as Steve Bassett, group creative director at The Martin Agency (the talent behind the ad), explained:
It became apparent people really liked that character with its British accent and how unusual it was. So, after that first ad ran, we did a couple more. Then we did a couple more—and more, and more, and more.
Indeed, proving to be the perfect voice over, the calm cockney accent added an unexpected wit and warmth to the typically dull topic of insurance, making it feel more friendly and likeable.
The Gecko’s ‘everyman voice’ helped humanize the brand, and this, in turn, significantly contributed to GEICO’s brand recall and campaign success.
According to Gary Aurand, GEICO’s senior director of brand creative:
(The Gecko) has been our bread and butter ever since. He’s as human as you or I. He has a magnetism that comes from empathy and self-awareness. He’s humble to a fault—and basically, he’s a really well-defined character.”
To this day, the cheery Cockney reptile remains the face—and voice—of GEICO, with stars like Will Arnett even coming on board to share the screen and the story of why people should choose GEICO Insurance.
Lesson for Marketers: Using unconventional voices in your voiceovers can be effective, especially if the product or industry is somewhat dull or dry.
A voice that’s that’s a little quirky, surprising-sounding or even regionally specific can oftentimes transform a bland product into a relatable brand.
Iconic Ad Campaign No.2: Apple’s Ode to the Crazy Ones and Richard Dreyfuss’ Perfect Voice Over
Apple was at a turning point when it launched its “Think Different” campaign in 1997.
Steve Jobs had just returned to the company he founded—and was once fired from—and Apple wanted to seize the opportunity to redefine itself.
It needed a bold reintroduction, one that set it apart from the purely technical focus of its competitors.
The resulting ad, featuring black-and-white footage of iconic thinkers and change-makers, delivered just that.
But what truly made the campaign unforgettable was the calm, reflective voiceover by American actor Richard Dreyfuss.
In an era of loud, high-energy commercials, Dreyfuss’s delivery was measured and thoughtful. His quiet, confident, almost introspective delivery made listeners sit up and take stock of the words of the now-famous script:
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers…”
His tone made the message feel personal, like an ode to the underappreciated and a call to those who dared to think differently. Just like Apple itself.
Every aspect of the “Think Different” campaign hit the mark—from the absence of any product shots to its celebration of creativity and nonconformity.
But it was Dreyfuss’s perfect voice over that was the final masterstroke: thoughtful, trustworthy, it was a voice you’d follow if you, like Apple, dreamed of quiet revolution.
Lessons for Marketers: Make sure the tone of your voice over complements the tone of the message.
It should enhance your marketing message, not overpower it.
While loud and lively voice overs can be effective, an understated voice such as Dreyfuss’s in the Apple campaign, can be more powerful when your content is already emotionally-charged.
Iconic Ad Campaign No.3: Cadbury’s Mysterious Milk Tray Man
For 40 years starting in 1968, the act of giving someone you love a box of chocolates was not seen as the last-minute panic gift it might be perceived as today.
Instead, it was regarded as a thoughtful and true act of heroic romance.
And this was all thanks to one man — the Milk Tray Man.
Cadbury Chocolate’s mysterious James Bond-style hero scaled cliffs, dived into shark-infested waters, and dared danger of all kinds simply to leave a box of Milk Tray chocolates for an unsuspecting woman.
The ad’s famous closing line, “And all because the lady loves Milk Tray,” delivered in a deep, debonair voice, exuding cool confidence, became the heartbeat of the campaign; a story in a sentence.
But it wasn’t just what was said—it was how it was said that made the line so legendary.
The narrator’s deep and suave British accent offered an element of charm and cool control, and fed into the aspirational masculinity of the era.
The repeated use of the slogan over the next four decades resulted in it becoming deeply embedded in British popular culture.
Much like how the theme music of the beloved James Bond movies of the time became shorthand for action and romance, the Milk Tray voice over became the brand’s sonic signature.
People didn’t need to see the ad—just hearing that iconic line delivered with the perfect voice over, instantly called to mind everything the brand stood for: quality, romance, and timeless tradition.
Lesson for Marketers: A consistent voice over is one of the most powerful tools you can use for brand recognition.
From 1968 to 2003, Cadbury’s smooth, masculine voice of their Milk Tray Man became the sonic signature of their romantic milk tray ads—and ensured their slogan turned a simple box of chocolates into a bold, heroic act.
Final Words
Crafting an iconic ad campaign takes skill, creativity—and a little bit of luck.
But one element you can’t leave to chance is the perfect voice over. So often, this is the detail that will turn a good commercial into an unforgettable one.
At Voice Crafters, we make finding the right voice easy.
Our carefully vetted professional voice artists span 80 native accents and include several of the voices already behind major global campaigns.
Not sure where to begin? Get in touch, and we’ll help you find exactly what you need to bring your brand’s message to life and make a truly memorable ad campaign.
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