HomeovoxPharma · 2025 · TooMuch agency campaign
AI can do any voice. Except a hoarse one.
TooMuch's campaign for Zdravsiti: mid-video, Ksenia Sobchak, Petya English and other bloggers lose their voice, a Homeovox ad runs, the voice returns. Per Sostav, sales on Zdravsiti rose 183%.
Did the voice part: hoarse clones of nine bloggers' voices, the takes and the mix. The idea and the campaign are by the TooMuch agency.
AI heals the voice. We needed the opposite.
Sobchak's voice as if she'd caught a cold: recognizable, but hoarse- The clone sounds cleaner and brighter than the original
- Settings change the emotion, not the state of the vocal cords
- Plugin hoarseness comes out robotic or just distorted
The same timbre, the same intonation, only the voice gives out and rasps. Viewers have to believe the host really lost their voice, and wait for it to come back after the ad.
How to make AI sound hoarse
ElevenLabs and plugins let you tweak creativity and emotion. There's no setting for hoarseness, and processing on top kills recognizability: you get a robot or just dirty sound.
Each creator recorded two samples: their normal voice and a deliberately hoarse one. The clone was built from the hoarse one, so it rasps in their own timbre, not someone else's.
Clean and hoarse tracks cut back to back sounded like a second voice over the first. So we picked takes by stability and similarity and built the transition by hand in Audition.
What went into it
Sobchak, Petya English, "Guitar from Scratch", "Poslezavtra", Geography Trophy and others.
Hoarse clones with different stability, similarity and pace.
The shift from a clean voice to a hoarse one, built by hand.
After the Zdravsiti QR card, the video goes on in a normal voice.
Viewers hear their own blogger, just with a cold.
The campaign ran from April 15 to June 15, 2025.
Viewers rewound the ad
first time ever I rewound an ad back instead of forward (the hoarse voice one)
YouTube comment, "Ostorozhno: Sobchak" · via SostavAdvertising has reached a new level of hoarseness
YouTube comment, "Ostorozhno: Sobchak" · via Sostavwhat is this masterpiece of an ad
YouTube comment, Petya English · via Sostavhahaha))) that HOMEOVOX ad break is top notch)
YouTube comment, "Poslezavtra" · via Sostav…it's important to find unconventional formats and not be afraid to experiment, so people really notice you. Homeovox definitely pulled it off, my subscribers and I loved it.
Ksenia Sobchak · SostavThe Homeovox case is a vivid example of native advertising in one of the largest segments of pharma. The results speak for themselves.
Elena Zakharyugina, Head of Marketing at Zdravsiti · Sostav