Is it possible for a voice to become synonymous with a brand, transcending mere advertising and entering the realm of cultural recognition? Will Arnett, the Canadian-American actor and comedian, has arguably achieved just that, his gravelly baritone forever etched in the minds of consumers as the voice of GMC trucks.
The journey of Will Arnett, from his early days in the industry to his current status as a sought-after voice actor and Emmy-nominated talent, is a testament to the power of versatility and dedication. While his acting career boasts a diverse range of roles, from the sardonic Gob Bluth in "Arrested Development" to the animated anti-hero BoJack Horseman, it's his work with GMC that has solidified his place in the commercial landscape. His distinctive voice has become an integral part of GMC's advertising campaigns, seamlessly blending with the brand's image of ruggedness and reliability.
| Full Name | William Emerson Arnett |
| Date of Birth | May 4, 1970 |
| Place of Birth | Toronto, Ontario, Canada |
| Nationality | Canadian, American |
| Occupation | Actor, Comedian, Voice Actor |
| Years Active | 1990 Present |
| Known For | Voice of BoJack Horseman, Batman/Bruce Wayne, Voice of GMC Trucks |
| Notable Works | Arrested Development, BoJack Horseman, The Lego Movie, Teenage Mutant Ninja Turtles, Lego Batman Movie |
| Awards and Nominations | Seven Primetime Emmy Award Nominations, Three Screen Actors Guild Award Nominations |
| Reference | Wikipedia |
Arnett's relationship with GMC isn't merely a contractual agreement; it's a strategic partnership that has benefited both parties. For GMC, Arnett's voice provides instant recognition and a layer of personality to their marketing efforts. For Arnett, it's a steady stream of work that leverages his unique vocal talents and allows him to maintain a presence in the public eye. The success of this partnership is evident in the longevity of their collaboration, with Arnett consistently voicing GMC commercials and campaigns over the years. In fact, in the reveal video of the refreshed 2022 GMC Sierra 1500 pickup truck, the automaker noted that over half of GMC AT4 buyers are new to the brand, which can be linked to Arnett's impactful voice advertisement. And his latest commercial is about the 2022 GMC Sierra Denali Ultimate.
The synergy between Arnett and GMC is further highlighted by his ability to connect with audiences on multiple levels. His voice work extends beyond simple product announcements; it often incorporates humor, wit, and a self-aware tone that resonates with consumers. During an interview with Dax Shepard on his "Armchair Expert" podcast, Arnett discussed his work for GMC, acknowledging the ongoing relationship with the brand and its impact on his career. This open and honest approach has solidified his status as a trusted and recognizable voice within the industry, further reinforcing the association between his voice and GMC's brand identity.
It's not just the commercials themselves that highlight the Arnett-GMC connection. His presence in the advertising world has even spawned a kind of meta-commentary, with some noting that "GMC ads are just extensions of the Lego Masters universe when my family watches Hulu." This level of cultural impact underscores the effectiveness of their partnership. Additionally, Arnett's voice has become so synonymous with GMC that the actor's name is almost immediately associated with the brand. And someone even humorously remarked that someone needs to get Will Arnett a deal with a sandwich shop now or sooner because of how iconic his voice is.
The use of Arnett's voice in the new campaign is a testament to its continued effectiveness. Furthermore, it is interesting to note that on September 12, 2022, Will Arnett was awarded an Emmy for outstanding writing for a comedy series for "Abbott Elementary", adding another layer of prestige to his already impressive resume. This acknowledgment of his writing talents further enhances his overall appeal and reinforces his standing in the entertainment world.
The world of advertising is, however, filled with complexities and the need for adaptability. Therefore, while his relationship with GMC is well-established, Arnett has also navigated the complexities of brand exclusivity. He was previously asked to pull out of a project due to his long-standing relationship with GMC's competitor, General Motors. He opted to withdraw from the project and was replaced by Val Kilmer.
Arnett's career also includes cameo roles in the video game industry. He made a commercial cameo for the popular video game "Call of Duty," showcasing his versatility. The actor has successfully navigated a diverse range of roles, proving his ability to adapt and thrive in various entertainment sectors.
The success of the Arnett-GMC partnership highlights the importance of authenticity and brand fit in advertising. His gravelly voice, instantly recognizable and infused with a touch of self-aware humor, complements the GMC brand's image of ruggedness and reliability. The collaboration shows how a voice actor can become as crucial to a campaign as any visual element, forging a strong connection with the target audience.
Beyond GMC, Arnett's voice acting credits are a testament to his talent and versatility. He has voiced iconic characters in animated series and films, including BoJack Horseman, Batman in "The Lego Movie," and the Missing Link. His ability to bring these characters to life with his unique vocal style has earned him a loyal following and critical acclaim. The visual walk through their career showcased 41 images of the characters they've voiced and listened to 14 clips that showcase their performances.
The choice of Arnett as the voice of GMC was a strategic move, as well as a beneficial partnership for the actor himself. His voice brings a touch of personality to the brand's marketing campaigns, ensuring that the commercial messages are heard and remembered. This partnership demonstrates the enduring power of a well-matched voice in the world of advertising. The new campaign still uses Will Arnetts voice, which proves the continued effectiveness of Arnett and GMC partnership.
