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Casting Director Risa Bramon Garcia, BGB Studios(bramongarciabraun.com)
copyrighted material used for educational purposes.
Commercials can be a way of making money while pursuing your
acting career. There are regional commercials and national commercials. The
national commercial acting industry is very competitive. National commercials
can make thousands, even tens of
thousands of dollars for an actor or actress.
Even though there is competition, this does not rule out the
possibility of you booking jobs. Commercial casting directors just want the
actor who is right for the job. While some actors tend to look down on
commercials, shooting a commercial can be a positive experience where you can
network as well as make money. There are numerous film directors who started
out directing commercials.
Guillermo Del Toro
There is a misconception that commercial acting means phony
acting, big overacting. While that has been more true of regional commercials, a
shift took place years ago in nationals that utilized more subtlety.
The use of subtlety in television advertising is based
around the actor being him or her self. As opposed to trying to be something
that you’re not.
One place you have control in the audition process is usingyour training as an actor by making choices: 1) who you are
talking to? Substitution. Choose someone you know, someone you like, someone
close to you, then the camera captures you talking like you, being relaxed and
Another place you have control is how you feel about the
product. Product sounds like a generic, impersonal term. But your car, your clothes,
your phone, your shampoo, your computer, your ice cream, etc. are products. Why
did you buy them? Would you recommend them to a friend? Because that simple act
is what much of advertising is attempting to utilize. The advertising agency
wants you to talk to your friend about why you chose their product, what you
like about it. This is where you can choose a second acting technique:
substituting what you are really talking about.
The product is for Tylenol, have you ever taken an over the
counter pain killer? Has it helped? You can truthfully tell your friend about
that. The product is food, a can of soup. Did you have ever have a can of soup
when you were a kid? What was your favorite? You can talk to your friend or
your sister or your mom about that. In other words, the same techniques that
you learn in acting can be used in commercials. Make a strong choice regarding
what you are talking about, make a strong choice about who you are talking to. Use
the text as it is written.
How does it work?
You need an agent, preferably a commercial agent. The TV
industry is a youth driven market. You can put yourself out there and see if
you can get an agent. If people say “no,” just move forward. “No” means “not
yet. When you get an agent and you start booking jobs, the other agents who
said “no” will be more interested.
Ok. Say you get a commercial agent. I suggest you then find the
best commercial acting coach in that town and study with them. There is
technique and you can learn it.
When you attend commercial auditions, you will walk into the
waiting room, and it might be crowded. Everyone’s talking. Don’t worry about
that. Find the sign in sheet and sign in. Give them the information they
request. You will see the “copy” (the audition scenario) and you may be able to
get your own copy of it or it may be posted up in the waiting room. The casting director
or their assistant will come out periodically and take in an actor or two or
three. They may also explain more regarding what the commercial is about.
Resist the urge to try to be a generic version of what they’re
asking you to be. Instead, be you, bring your own essence to the material.
Prep work/ Questions you can ask yourself
What is the story here?
What are the previous circumstances that lead to the first
line being spoken?
What do you want?
How do you feel about this?
-Make it personal-
If there is humor in the ad, avoid going too big.
Believeable is always better. If the character is written bigger, just keep it grounded in some way. A three dimensional human who thinks and acts in that specific way. Avoid all out caricature.
Some commercials have no text. You act out the story. Maybe
you are getting a box of cereal and pouring it in the bowl, adding milk and
then eating it.It’s good, it’s crunchy,
it starts your day off right. Everybody wants their day to start off right.
It’s human stories. Commercials are telling stories to
appeal to what humans are and what humans want.
There are improv commercial auditions. They throw out an
idea they have and they want to see actors run with it.
“Your kid sister took your eye liner and drew all over the
refrigerator. You’ve got to clean it up before your parents get home while
trying to be the best big sister you can be. When you start cleaning up you
notice that your eyeliner is still wearable and you start putting it on both
you and your sister, you make her look like cleopatra. You realize that windex
plus really does clean everything!”
When the advertising
agency shows up at the audition, it is the first time they will see their
material come to life. They and the director may tweek and change it until it
works well. They don’t know exactly what actor they need. They just need
someone who can make it work, who’s real. This is what can sell a product. If
you’re friend told you they just ate at a great restaurant and you should go
eat there, would you consider going? If your car needs new tires and your
friend says they just got tires that are
great in the rain would you consider getting the same kind of tires as your
friend? We influence each other and this is what national advertising taps
When you book a national commercial you will get a fee, but
the money really shows up in residuals. Thousands of dollars. This can really
help while you pay rent and take class, in pursuit of the acting career you are
after. Many actors did commercials in the beginning of their careers. Leonardo
Di Caprio.Paul Rudd.
The final note I have for acting in commercials is called
the button. When the lines finish in the scene, stay in the life of the scene
until they "cut." Avoid dropping out of the scene when the text is over. Stay in. What is
the character thinking or feeling?
They might even invite you to “play” with it, which means at
the end, your button can actually be a word or two that you make up, continuing
the life of the scene.
I started doing commercials when I was younger. Here are some of the commercials I have been in:
10 Budweiser commercials during Super Bowl
Levi’s 50 Blues
I think all young actors should give commercials a try. Be the authentic you and you will learn and grow.
Here is an actor talking about booking his first 2 commercials
I have known and worked with Juliet for decades. She's worked with a lot of actors. She has heart and puts it into her work! I just wanted to pass this on for any actors in New York and up in Kingston who are looking for a great photographer.