That Voice…BMW Promo Gone Wrong

bmw-x6-hybrid-video-stillCool graphics. Lousy V.O. work.

By Gunnar Heinrich | IMG still from BMW TV | WATCH VIDEO

I’VE botched my fair share of Voice Overs.

On the wrong day, the mike records my chatter like its coming from a guy who’s either a) bored, b) inebriated, or c) wired-for-sound; “WHAT?!? SOFTER?!??”

I try to remember key things that they say you should do in V.O.’s, like speaking from your diaphragm and not through your nose, maintaining a straight posture, you know, common sense stuff like that.

Something tells me, however, that in this X6 ActiveHybrid promotional video produced for BMW, the V.O. guy is either a) constipated, b) holding back a righteous beer belch, or c) doing the worst impression of Mr. Peterman from Seinfeld I’ve heard in all my years.

It goes beyond either parody or the pale… and how is it that no one at BMW marketing caught this? Too bad, because the video – particularly the graphics – is an excellent production otherwise.

I reported. You decide.

August 27, 2009

About the Author: Gunnar Heinrich is publisher of Automobiles De Luxe online and is executive producer of the Automobiles De Luxe Television series on PBS member station CPTV.

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Filed Under: BMW


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  1. I bought my first ever brand new car in 1986. A BMW 318i.

    It came with an introduction to the car recorded on a cassette tape–which was pretty cool at the time.

    It was EXACTLY the same voice. Including the creepily accurate pronunciation of Bee-(glottalstop)-Em-(glottalstop) Double(glottalstop)-You, instead of how normal people pronounce it: Beeyem Dubboyou.

  2. I have heard this voice before for BMW. But in this instance, his exaggerated intonations are a bit much.

    Fun first car by the way!

  3. I think I’ve also heard this voice before. There was a tv show from Germany shown here a while back called Motorvision. We’d get the dubbed version, translated almost too directly from German, and narrated in English by a guy who lacked enthusiasm.

  4. No doubt, Audi has the best voice-over work with Jason Statham.

    Stay tuned for BMW’s “Strength Through Joy”, marketing campaign.

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