More Than’s ‘Morethan Freeman’ adverts, which riff off Morgan Freeman’s folksy voiceovers from such films as The Shawshank Redemption, have inspired a lot of attention recently.

The most vexatious seem to be whether the voice in question is Morgan Freeman (it’s not) and whether More Than had to seek the permission of Freeman to copy his voice (apparently they did).

AdTurds spies suggest that not only was Freeman’s permission sought, the drawling actor also – allegedly – received a hefty lump sum for his (lack of) trouble.

And someone apparently from More Than helpfully popped up on the site the other day to explain that of course More Than sought permission before ‘blatantly ripping off’ his voice – their words, not mine.

My beef with the advert, which I quite like up until the last bit where the cheap pun and trying meme become horribly apparent, is that it plays on the borrowed interest from Freeman, and allows – if not invites – viewers to believe that Freeman is actually doing the voiceover.

A few people have poured scorn on this suggestion, pointing out that it’s clearly that little fella at the end of the ad who is called ‘Morethan Freeman’ which, I think you’ll agree, sounds nothing like Morgan Freeman.

Here’s what fretful AdTurds have been typing into their search engine in droves (about 20K) over the past week. Again, I’m left to ponder whether this is a genuine happy accident for More Than.

Morethan Freeman search queries

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