In conversation with the voice of Lidl, Thomas van Luyn

As the consistent voice behind our client Lidl's weekly campaigns, Thomas van Luyn has become a recognizable part of their audio communication. We spoke with him about voice-over work, creativity, and the power of storytelling through sound. Curious about his insights? Read the interview below.

How did Lidl find your voice?

I was simply asked by Dave Albers, who worked at Top Format at the time. Perhaps because of commercials I'd done for NS or because he knew me from television. No voice test, no auditions: he immediately knew it had to be me. Remarkable.

And going back a bit further: how did you actually get started with voice acting? Was there anyone you admired in that field?

It was never an ambition of mine. Like almost all my work, it just happened because someone asked me. That's how I also became the voice for campaigns for NS and McDonald's. I always thought it would be fun work, and it turned out to be.

You've already turned so many passions into a career. Is there a hobby you consciously *don't* want to commercialize?

Everything I find enjoyable or interesting eventually manifests in my work, whether it's on stage or in my columns. But you have to make sure you can entertain yourself without a specific purpose. If you start thinking, "Oh, I can use this," about everything, you'll go crazy. That's why I'm off social media, because before you know it, you're putting every random thought on Instagram. Then you lose yourself and your inspiration.

Has being the voice of Lidl opened certain doors in your career?

I don't think so. Rather, the opposite: Lidl has such a wide range of products that since working for them, I can hardly record other commercials without competing with them. That's why I prefer not to. I'm fiercely loyal to them because they've also remained so loyal to me over the years. I am the voice of Lidl, and I'm proud of that.

Which creative discipline challenges you the most: acting, writing, presenting, or voice-over work?

They all have their own challenges. The biggest challenge would be to do just one of those things all day, every day. The variety keeps it feeling natural and enjoyable for me.

Do you approach voice acting differently than acting for the camera?

Absolutely. Acting for the camera involves much more emotional concentration: it's about what's happening internally. Voice acting is purely about the sound that comes out. That's usually very technical: how you breathe and use your larynx. You always hear how someone feels in their voice, so the art is to attune your voice to the right emotion.

What do you think people completely misunderstand about voice-over work?

That it's something you can just whip out. It still requires concentration and effort. Fortunately, that's also where the enjoyment lies.

Do you ever get used to hearing your own voice on the radio so often?

I'm always amazed at how good they can make my voice sound. Every time I hear it, I think: wow, it sounds so real!

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