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Hi, this is Flow. You've reached the SexyHair Hotline. What's your name, gorgeous? … Maya. Okay. So this line's for one thing. What did your hair make you do? … That is not a crime, that's a strategy. We're blaming the hair on that one. Now. What's your hair actually doing for you these days?
Every candidate reads the identical script, so you are judging the voice and not the writing.
Does she sound like she has heard it before. Can she land the joke without pushing it. Would you keep talking to her at midnight.
The target call is ninety seconds. A slower read eats the budget before the product ever lands.
Early thirties. Low, slightly husky, unhurried and dry. Close-mic late-night radio, talking to one person rather than an audience. Never bright, never perky.
Closest to the deck. She sounds like she has heard the story before and is faintly amused by it.
Mid thirties. Warm and round with a smile in the tone, conversational and quick. Easy laughter underneath the words.
The friendliest read. Lowest risk, least edge. Would age well across a long campaign.
Late thirties. Deep, smoky, resonant. Slow and deliberate, using silence as much as words. Seductive but completely in control.
The most on-brand on paper and the biggest format risk. Watch the clock on takes 2 and 3.
Late twenties. Bright, quick, conspiratorial. Telling you a secret at a party, leaning in, always on your side.
The most energy and the least mystery. Reads younger, which may or may not be the target.
Identical script, wildly different clocks. Flow has to fit a greeting, a name, a confession, a reaction, two hair questions, a product recommendation and a close inside ninety seconds.
The slowest take is more than twice the length of the fastest. That is not a stylistic preference, it is whether the activation works.
| Direction | Takes | Average | Read |
|---|---|---|---|
| The Insider | 27s, 30s, 33s | 30s | Measured |
| The Bartender | 21s, 24s, 25s | 23s | Measured |
| The Siren | 28s, 35s, 43s | 36s | Slow |
| The Best Friend | 20s, 20s, 23s | 21s | Fast |