Reference: StudentFilmmakers Magazine Understanding the Commercial Audition: Six Important Tips for Auditioning and Booking A Commercial by Vanessa Daniels

There is more luck involved when auditioning for a commercial than any other type of audition. Unlike a film or theatrical audition where an actor is given at least a couple of scenes to prepare and demonstrate skill, in a commercial audition casting directors will see hundreds of actors for small bits like slamming a door, giving a reaction, walking down steps, etc… So how on earth could they possibly know what they are looking for amongst hundreds of people capable of doing any simple task involved in a 30 second spot? Understanding your chances of booking a commercial involve understanding the rules of advertising, demographics, and chance.

A commercial is produced when an advertising agency is hired by a corporation to create an advertising campaign for a specific product. For example, Jane Doe Advertising teams up with MasterCard to create the infamous “Priceless” campaign. They then search for a production company or freelance director who can hash out the details and produce all the elements involved with the campaign including casting, filming, post production, special FX, etc…
The director, agency, and corporation then contact casting directors who contact commercial agents to begin the cattle call of “types” for the audition. Say the particular product being advertised targets a young, Midwestern female, age 20 to 25, that is college bound. One can bet they will cast a young, Midwestern female, age 20 to 25, in the commercial and air the spot during shows and times when that specific demographic will most likely be watching television. Commercials are advertising and all aspects are catered to the consumer because a company wants the end result to be the sale of a product.

Say you are that lucky female that books the 30 second spot. There is always a chance that your part will be edited out in the editing room or that the agency and corporation will decide not to air the spot altogether, which means very little pay out and exposure for the talent. This above mentioned information may seem depressing, but by understanding that so much of booking a commercial has little to do with your ability and everything to do with your look and the demographics that campaigns are catering to can actually help free you in an audition. Since so many elements are out of your control the best thing to do is leave an impression in the casting office by making the most of what remains in your control.

Auditionin Tips:

• 1) Dress to suggest the character and product being advertised. For example, if you are auditioning to be a customer service representative in a Domino’s Pizza ad, wear something that suggests that role and incorporate the blue, red, and white color palette associated with Domino’s Pizza.
• 2) Don’t over dramatize a simple task. This is not Shakespeare, people. If you have one simple line to say in an audition than say it simply and naturally. Don’t treat it like a piece of theater just to get more camera time. You will stand out the more natural you are.
• 3) Connect with the camera. If you have to deliver lines directly to the camera lens pretend you are speaking to a close friend or family member. Be relaxed and sincere. Don’t try to “sell the product.” Think of it more in terms of playing an action: “I am going to help my friend by suggesting this product.” …“I am going to confide in my mother about this product.”
• 4) Do not over-do hair and make up. Unless a commercial audition has specified they are looking for a drag queen look – keep your hair and make up pretty and natural. Consumers want to relate to the fresh face girl selling moisturizer not be intimidated by how glamorous she looks.
• 5) If you have to hold the product make sure the label is facing the camera and is in full view.
• 6) Smile and be friendly to the casting and advertising people. This doesn’t mean talk their ear off and waste time.

But show them you are a very easy going person to work with.

Do your best while in the room and leave the rest to chance.

Vanessa Daniels recently booked four national commercials this summer. Her credits include Law & Order: Criminal Intent, Boiling Point (MTV), Trackers (Oxygen Network), The Difference (Nickelodeon), the feature film, The Sandpiper, and numerous commercials, student films, and regional and off-broadway shows.