{"id":4304,"date":"2026-10-08T10:23:40","date_gmt":"2026-10-08T15:23:40","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=4304"},"modified":"2026-10-08T10:23:40","modified_gmt":"2026-10-08T15:23:40","slug":"from-the-vault-meet-the-voices-behind-those-political-ads-you-love-to-hate","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/from-the-vault-meet-the-voices-behind-those-political-ads-you-love-to-hate\/","title":{"rendered":"From the Vault: Meet the Voices Behind Those Political Ads You Love to Hate"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">This campaign season, these are the voices in your head.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>A classic from the vault: This piece was published in March of 2016 \u2014 yeah,<\/em> that <em>2016 \u2014 on MTV News, back when MTV News did longform. And news. With that platform sadly no longer being a thing, I can only invite you to read it here. As we round the turn into the homestretch of midterm election season, enjoy learning about the political-ad voice artists who aren\u2019t nearly as concerned about politicians being tough on crime as they sound.<\/em><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2026\/10\/mtv-voices.jpg\" alt=\"Extremely close-up photo of a silver studio microphone. Blurrily to the side of and behind it, we\u2019re able to see a woman\u2019s lower face, with red lipstick, talking into the mic, all against a red background.\" class=\"wp-image-4311\" srcset=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2026\/10\/mtv-voices.jpg 800w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2026\/10\/mtv-voices-300x169.jpg 300w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2026\/10\/mtv-voices-768x432.jpg 768w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2026\/10\/mtv-voices-384x216.jpg 384w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Meet the Voices Behind Those Political Ads You Love to Hate<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\"><em>This campaign season, these are the voices in your head.<\/em><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Caperton Gillett and Jane Coaston<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The music is ominous, pulsing, heavy on the cello. The voice is deep and smooth as it asks, \u201cWhat kind of conservative would vote to allow Ed Rendell to spend billions in borrowed money for his pet pork projects?\u201d That sonorous baritone belongs to Mark, and at the risk of disillusioning the American public, here\u2019s the truth: He actually doesn\u2019t feel that strongly about irresponsible political spending.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He totally <em>sounds<\/em> like he does, though.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cJust because someone\u2019s voicing an ad, that doesn\u2019t mean those are their convictions,\u201d says Mark (not his real name). \u201cI\u2019m an actor,\u201d he continues. \u201cI\u2019m hired to play a part, and I do my best to embody that character and help get that message across.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">During election season, those characters most frequently fall into the category of \u201cman who\u2019s worried that a candidate might not actually be as conservative as he appears.\u201d But Mark\u2019s not all that concerned about conservative values; his own political inclinations are more neutral. (He jokes about working for the \u201cGreen Party\u201d \u2014 as in, \u201cshow me the green.\u201d) Like feigning enthusiasm for a cell phone company or an orthodontist in everyday commercials, sounding convincingly worried about partisan issues is the name of the game with political ads, and producing political commercials can require as much strategy, diplomacy, and acting talent as politics itself.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Choosing Sides<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No one knows this better than Brenda, a West Coast\u2013based voice artist whose real name isn\u2019t actually Brenda, and whose anonymity conceals the not-terribly-dirty secret that she\u2019s a switch-hitter. \u201cI\u2019m certain that Democrats and Republicans alike would be annoyed, and neither would hire me, if I admitted publicly that I\u2019ve done work for both parties,\u201d she says. \u201cIt comes down to the fact that voice-over is a business, but most of the public doesn\u2019t really understand that.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brenda does lend her talents to only one party in any given state during an election cycle \u201cin the spirit of customer service,\u201d but her main concern is that what she\u2019s promoting \u201cis a decent human being or a good cause.\u201d (A registered Democrat, Brenda recently did work for a Republican senator who \u201cseems to be a good, principled person,\u201d but would never do an anti-abortion spot \u2014 which she says is \u201csomething that exists to cause a division.\u201d) Outside of that, voice work for a political client is the same as work for any other client \u2014 \u201ca role that I play,\u201d she says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Self-segregation in the political voice-over world still exists, to a degree. Christine Padovan, a voice artist for nearly a decade who did her first political ads in 2014 \u2014 among them a PSA promoting a documentary about the evils of the IRS \u2014 considers herself largely nonpartisan with some conservative tendencies; her right-leaning reel is more a reflection of her clientele than of her politics. \u201cWhen you start doing stuff for a political party, those production people look to you as the go-to person for that party,\u201d she says. \u201cSo next year, it\u2019s, \u2018Oh, Christine, Republican conservative, give her a call.\u2019\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Touchy Subjects<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s not to say that voice artists never care about their subjects. Veteran actor Dude Walker, who added his first political ad to his extensive reel more than 20 years ago, has chosen to read only for liberal candidates because \u201cit\u2019s easier to voice something you believe in,\u201d he says. \u201cYou can feel the empathy.\u201d That said, Walker says he hasn\u2019t been offered a script he wasn\u2019t willing to record \u2014 his only real deal-breaker would be an attack ad against Democrats, and campaigns know by now not to contact him for those. That kind of flexibility (within party lines, at least) is valuable in the industry.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Padovan says she has been asked by a producer whether there were any issues she\u2019d be unwilling to voice during election season. \u201cThere\u2019s nothing that really bothers me or makes me uncomfortable,\u201d she says. However, \u201cthere are some folks who aren\u2019t comfortable voicing certain material or certain subject matter,\u201d such as drug legalization and abortion. Actors who object on moral grounds may risk losing work in future political seasons. \u201cIt sort of makes you looked at as non-hirable,\u201d Padovan says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sally Vahle, a stage actor who also does political voice-over work, says that while there are certain political subjects she feels strongly about, such as gun control, it\u2019s not her role to judge. \u201cI\u2019ve heard people say, \u2018Man, I just feel like taking a shower after that one,\u2019\u201d she says. \u201cAnd you don\u2019t necessarily know what you\u2019re walking into when you go to [record a voice-over]. But like any other kind of acting job, I\u2019m not really in a position to judge what I do. I\u2019m really there to interpret someone else\u2019s ideas and words and put them out there for whoever\u2019s represented.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Eliot Cutler &quot;Not Afraid&quot; TV spot\" width=\"693\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/TMIoAz17_W0?start=1&amp;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Fast Turnaround<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Voice actors don\u2019t have a lot of time to ponder the meaning of their work, anyway. It\u2019s rare, in the non-political commercial world, for something to come up that requires the full production of a response ad within less than 48 hours. During election season, though, \u201csometimes the turnaround [for political spots] is incredibly quick,\u201d Mark says. If an issue arises \u2014 say, a candidate does something foolish or noteworthy, or a scandal erupts \u2014 or an attack ad airs unexpectedly, a voice actor might be called in the moment the script is approved to record a response. Failing to answer the phone, or not being close to recording gear, can mean missing out on a job.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Requests to record automated robo-calls for local candidates are often particularly urgent. \u201c[Producers] want them within a few hours to get them out that night,\u201d Mark says, \u201cbecause an issue has popped up in the campaign.\u201d (An issue like \u201cTed Cruz just said he\u2019d give back the Louisiana Purchase!\u201d for example.) As a result, he travels with a portable recording rig, and has voiced national ads while parked in his car. (\u201cYou\u2019d be amazed, actually \u2014 inside of some cars, the acoustics are pretty good for recording,\u201d he says, adding, \u201cif you can find the right spot without too much road noise.\u201d)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cNews becomes old very quickly in the political world,\u201d Padovan says. \u201cWhen you\u2019re called, they\u2019ll say, \u2018Can you do an ISDN session (Integrated Services Digital Network \u2014 a method of recording pro-quality audio through a phone line) with us at 9:30 tomorrow morning?\u2019\u201d She added, \u201cAt the height of political season, it\u2019s like every other commercial is a political ad. On one day, you could have 27 sessions [for political ads]. Next day, you could just have two.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vahle says that unlike other kinds of voice-overs, the turnaround time of political advertising means \u201cyou often have no idea when you\u2019re walking into the studio what copy they\u2019ll hand you, who it\u2019s for, or what it might be about. It\u2019s not like you get the script three days ahead of time. I might be at the studio voicing [and] they might say, \u2018Hey, can you stick around and do this one?\u2019 That kind of immediacy is completely different from other kinds of voice-over work I might do.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Making It Count<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In an environment awash with political advertising, making copy sound noticeable and unique can be a tremendous challenge for a voice artist. On top of that is pressure from campaign managers and candidates that can make recording sessions far more intense than they might be for a regular commercial spot. And again, these actors are professionals, and they want to get it just right.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cA lot of it is knowing what emotion you want to present,\u201d Mark says. \u201cWhat is the goal of the ad? Sometimes it\u2019ll be different age ranges. I\u2019ve done stuff where I\u2019m older-sounding, stuff where I\u2019m younger, hipper. There are several different types of political ads out there. There\u2019s trying to reinforce opinions through anger, frankly, or seriousness. There\u2019s tugging at people\u2019s heartstrings, those type of reads, too.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vahle says, \u201cIf a spot needs a particular kind of emotional sensibility, not just the voice sounds, but more layers of complexity \u2014 like, let\u2019s say it\u2019s an ad that\u2019s supposed to be real people, real person on the street \u2014 there are some actors\u2019 voices who are really good at that, rather than someone who sounds \u2018announcer.\u2019\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, voice artists themselves have preferences. Padovan\u2019s smooth, earnest contralto \u2014 not \u201cyour typical commercial voice,\u201d she says \u2014 can carry the gravitas to sound believably concerned for political clients, but she also enjoys the flexibility of funnier ads. \u201cI think politics really does need more humorous advertising,\u201d she says. \u201cI think people are tired of ads being so serious.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Walker favors ads that are more warm and personal \u2014 \u201cthe ones that make you feel like you know the person. You put kind of a huge hug around the listener \u2014 those are the ones I like to bring to life.\u201d A favorite job for him was a video playing at the Democratic National Convention the year Barack Obama was first nominated. \u201cLucky for me, that\u2019s in my wheelhouse.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For voice-over artists like Vahle, Padovan, Mark, Brenda, and Walker, this work is not a calling, it\u2019s a job \u2014 one that\u2019s becoming more critical each and every election cycle, no matter the candidate or cause. Most of the time, the television advertisements inundating our airwaves aren\u2019t voiced or produced or filmed by political partisans. Instead, they\u2019re created by an industry focused on just one thing: victory for whomever wrote the check.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This campaign season, these are the voices in your head. A classic from the vault: This piece was published in March of 2016 \u2014 yeah, that 2016 \u2014 on MTV &hellip;<\/p>\n","protected":false},"author":1,"featured_media":4311,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[116,34,57,117,72],"class_list":["post-4304","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-biz","tag-broadcast","tag-from-the-vault","tag-politics","tag-radio","tag-tv"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From the Vault: Meet the Voices Behind Those Political Ads You Love to Hate - Caperton Gillett | The Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/capertongillett.com\/blog\/from-the-vault-meet-the-voices-behind-those-political-ads-you-love-to-hate\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From the Vault: Meet the Voices Behind Those Political Ads You Love to Hate - Caperton Gillett | The Blog\" \/>\n<meta property=\"og:description\" content=\"This campaign season, these are the voices in your head. 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