How to Sell Yourself at a Commercial Audition
By Wyatt Elling
Most working actors will audition for a television commercial at some point in their lives. The time commitment is small, the pay is large, and it's a great way to build up your video reel. Many professional stage actors do commercial work to support themselves during the off season. There are a few easy tips to remember that can greatly improve your chances at getting cast in a commercial.
Before the Audition
One of the biggest things to remember when preparing for a TV commercial is that positivity sells. The goal of a commercial is to get the viewer to like the actors and the product being advertised. The casting director and client need to feel 100% certain that you are a positive and likeable person before they hire you to endorse their product. There are exceptions to this, like a grumpy old woman who doesn't like children to play in her yard, but commercial "villain" roles are very exaggerated and usually end with a positive transformation.
Remember that the casting process for a TV commercial is a collaboration between the casting directors, producers, and client. All three parties have to agree on their casting choices, and the client has final say on which actor represents the product. There will be at least one agent representing the client directly at the audition, and you probably won't know who it is. So whatever you do don't speak badly of the product, or even appear indifferent to it the whole time you're at the audition. It also isn't a good idea to say negative things about products in general, as you never know what corporation owns what. Client-Advertising liaisons are invested in the product they're promoting, and they won't even consider you if they don't think you're enthusiastic about their product.
When you're getting dressed for the audition, think about the commercial character you're trying out for. Unlike regular auditions, it's perfectly acceptable to "dress-up" for a commercial audition. If you're trying out for a pirate, put on a swash-buckling outfit. If you're playing a business man, wear a suit and comb your hair back. The casting directors appreciate the enthusiasm. Moreover, having the right "look" is critical to commercial casting. You only appear on-screen for a few seconds and you don't have time to develop a character. The audience must be able to identify your type immediately for the mini-narrative to work.
Next!
When you arrive at a commercial audition, ask if a storyboard of the commercial is available. A storyboard is an artist's rendering of the action of the commercial, presented from panel to panel like a comic book. Storyboards show what "look" the actor should have, what attitude toward the product and the world, what the blocking will be, and even minute things like posture, and the position the product is being held in. Study these things, and replicate them in your audition. The casting directors and clients are looking for the person that most closely matches the storyboard concept.
When you're called in to the audition room, you'll probably be asked to stand on a marked spot in front of a camera. You will be asked to "slate," which means looking directly into the camera and clearly stating your name and your agent's name and company. Sometimes you will also be asked for "profiles," which means they want you to turn to both sides alternatively and stand still for a moment. Remember, the audition begins as soon as you enter the room.
Most commercial auditions don't want the actors holding scripts, so they provide over-sized cue cards below the camera. Read these lines exactly during the try-out, but don't be afraid if you make a few mistakes. It's normal, and the performance itself is more important. Just keep in mind that ad-libbing or riffing is absolutely not welcome at a commercial audition.
Face the camera at all times during the try-out, unless otherwise specified by the casting director. The camera is your audience and you're playing to it. Unlike regular screen auditions, it is common for actors in commercials to look directly into the camera, so don't worry about avoiding this.
After you finish your audition the casting director or producer might have you try it again with a different approach or inflection. This is a good sign, so do exactly as they ask. Mostly they'll thank you and call for the next actor. You should thank them back and leave. Don't try to shake anyone's hand, introduce yourself to specific people, make small-talk, ask for feedback, or criticize your performance. The casting directors are professionals, and know exactly what they need. Commercial schedules are tight, and they will only be annoyed by any hold-ups.
If you don't get cast or called back, don't take it personally. Audition pools are large, and clients often make seemingly arbitrary final casting decisions. You might not have had the exact right look for a specific role, but if you performed well casting directors will remember you and can call you back for better-fitting roles.
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