Ohio Journalist

Borghese’s Trade Marks

By Rachel Sheehy

(December 1, 2015) — The voice of Golden Corral TV commercials and the co-creator of the “What up, Dog?” cartoon have something in common: advertising guru Chuck Borghese, who earned his bachelor’s degree in journalism from Ohio University in 1981. Borghese has been in the industry for more than 30 years and loves what he does. At OU, he started his education taking classes in news reporting but then found his love for advertising. He came out of Scripps with an interesting take on how to work in advertising.

“I couldn’t have done any of this without my training from Scripps. I started out in reporting but somehow found my way into advertising,” Borghese said. “Uncovering a brand’s truth takes digging. It takes talking to people. It takes research. Critical thinking. It takes finding that one nugget that will hit home with a simple, breakthrough idea.”

Borghese has brought his company, What up, Dog?, back to campus to work with one of the school’s strategic communication classes. The group that “wins” this competition will be offered positions with the company in Atlanta. For graduating seniors, a job offer is a great motivator to do well in class. Getting the chance to work with an actual company is also great experience for students before entering the job market. (See Putting It Together on page 79.)

Along with What up, Dog?, Borghese is currently the executive creative director at TwinBear Management in Atlanta. He is in charge of overseeing the creative output for the agency. The biggest client the company has is Golden Corral Restaurants, and it runs all of the company’s national television advertising and social media.

Borghese does not care so much about the brand category or a big budget but is more excited to work with clients who are passionate about what they do.

“People have often asked what kind of accounts I’d most like to represent. For me it has always come down to wanting to work with clients who are passionate about moving their business, who care about and protect their brand, and who want and inspire great work,” Borghese said.

Although Golden Corral is the biggest client that TwinBear Management has, it might be a surprise to learn that Borghese does the voiceover work for all of its commercials.

Borghese got the job of the voice for Golden Corral because he did the “scratch track” for the first-look edits of each commercial and his voice fit what the client wanted. TwinBear looked for someone else but the client thought that Borghese was the perfect fit for the job.

“I’ve been the voiceover talent on every Golden Corral commercial for the past 4 1/2 years. Way over a hundred commercials … and it’s still really weird to hear my voice on television. It’s still a little unnerving, frankly,” Borghese said. “They believed, and I agreed, that there was a certain urgency to my voice that heightened the anticipation for the Golden Corral experience.”

Being a voiceover talent has not been Borghese’s only accomplishment since graduating from Scripps.

“I guess my greatest professional achievement has been my ability to work in this industry for over 30 years and not becoming jaded or disinterested. I still really love what I do. Along the way there have been several standout moments. My I’m Thinking Arby’s campaign was both a creative and sales highlight for me,” Borghese said.

Note: Borghese joined the faculty in January 2015

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