Q: I see a lot of ads out there that want models for spec commercials. What are spec commercials, and are they legitimate?

A: A spec commercial is like a demo reel for producers and directors who want to break into the advertising industry. Commercial directors have to apply directly to ad agencies with their work to get hired. But until you've made a commercial, no one's going to hire you to film one. So as a director you've got to finance your own spec to show ad agencies. These specs should look as close to real commercials as possible, and can even feature real brands and products. They'll never air on television, but the best spec commercials should be just like the real thing. In recent years, however, many spec commercials have turned up as viral videos on the Internet. Many directors make their specs edgy and unairable to catch the attention of ad agencies.

A director without a contract or representation has to do his own fundraising and casting to make a spec commercial. Like any other commercial they need actors and models to appear. As an actor or a model, appearing in a spec commercial, even for free, can be a great way to learn about the business. If the director is professional he'll try to recreate a real ad shoot. The shoots usually last a day or two, so the commitment is minor. The finished product also provides great material for your portfolio or demo reel. And if the commercial impresses an ad agency you could very well get called back for a real commercial. If the director or producer gets hired, they'll remember you and can help you network, meet commercial casting directors, and start your career.

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