Behind-the-Scenes with Brand Characters: Part II

Intro to and Lifespan of Brand Characters

Remember “Smiling Bob” the face of Enzyte? How about the “Can you hear me now?” guy from the Verizon commercials? You know Flo from Progressive. Brand characters help consumers remember, identify and differentiate products. Especially brands without a physical counterpart.

Andrew Olcott, Smiling Bob, got the call in 2002. He could use the gig. The creative director was inspired by silent film stars who can express an idea without using a word. To get ready for the casting call, Olcott studied a photo of himself as a kid. He practiced ramping up a grin that channeled the carefree childhood smile. He ramped up the grin until it reached ridiculous proportions. The director loved it. Smiling Bob stared in 18 commercials.

You may not know the name Stephanie Courtney, but you know her. She’s the friendly Flo of the Progressive commercials. The previously unknown comedian is now readily recognized. Progressive spent $330 million on TV commercials last year alone.

Paul Marcarelli was the voice behind the Verizon tests “Can you hear me now?” from 2002 until 2011. (I know I’m guilty of repeating the question in jest.) In 2011, Marcarelli told the Atlantic that his original five-year contract prohibited him from doing other commercial work or speaking about his role as the Test Man. After the article’s release he was bombarded with interview requests. Marcarelli spent his time before and since, largely out of the public eye. 

Please comment on your favorite brand characters below. And come back next week for part three.