Commercial Acting

The one constant in the world of commercial casting is that things are always changing.

Thirty years ago, a large share of casting for nationally broadcast TV commercials happened in the casting departments of ad agencies clustered on Manhattan's Madison Avenue. Now, few ad agencies maintain their own casting divisions, and the work has become much more diversified.

Plus, commercials no longer feature only "white bread" middle-class families. Things have became culturally diversified — with slots for various races and types. And if you have an "ethnically ambiguous" look (you can pass for, say, Greek, Italian, Hispanic or Middle Eastern, for instance), you may find yourself in high demand.

One nice thing about working in commercials is that there are opportunities on different levels. Yes, you can make a barrel of money if you land a national spot. But even a relatively inexperienced performer, including those living outside of Los Angeles or New York, can find work in locally produced commercials: spots for hometown restaurants, car dealers, hardware suppliers, and so on.

Something to remember: Being attractive will not guarantee you a spot in commercials. You need training and ability. Selling lawnmowers may not require the same depth as playing Uncle Vanya, but top-notch commercial directors still expect you to have solid acting chops. The skills you develop as an actor — in voice, speech, movement, and scene-study classes — will prove as valuable to you for commercial forays as they do for work onstage and in film.

LINKS

Cold Reads
Pros offer advice on warming up auditions for TV commercial casting.

Hot Types: Nerds, Neighbors, and the Ethnically Diverse Are in Demand
If you're looking to book a major television commercial or three these days, how should you look, talk, dress, and move?

List of Commercial Casting Directors
A list of independent casting directors in the New York area who cast commercials.

The Dos and Don'ts of Cold Readings
Tips for cold readings.

On the Spot
Commercial casting director Ross Lacy discusses her likes and dislikes.