So often commercial jobs are cast solely on a "look". These auditions can leave actors feeling that booking commercials has little or nothing to do with talent or training. They are right about these kinds of jobs. Yet those who are cast in commercials with dialogue or improvisation are usually talented and trained in addition to having the right "look". Here is where the experienced actor can have an advantage if they use what they have learned.

Yet many actors fail to realize that the techniques acquired in scene study, good commercial or cold-reading classes are major assets when auditioning for dialogue commercials. When I do commercial or infomercial casting, I see too many actors with strong résumé's who give little attention to motivating the copy. They usually focus on the words, the product, being energetic and positive, performing the intent of the ad agency or the tone of the commercial and/or working the product. All these factors have value and should be part of the actor's audition. But, if these factors alone drive the audition, it will be one-dimensional or over performed and not compelling to watch.

Professionals usually approach theatrical auditions working with a "who", "what", "where" and "why". Yet they don't consider these acting tools for commercials auditions. If these basics work for actors in every other medium, ask yourself, " why would they not be of value for commercial auditions?" -Especially now when the tone for most commercials is under-played and realistic.

After working on the commercial copy, I believe that if an actor then employs the following acting basics their auditions will be markedly better:

Choose a specific person to address (especially when asked to do your read into camera).
I.e.

• If the copy requires a playful, positive read, talk to a "fun" friend
• If it requires warmth, choose someone you love
• With copy that needs a strong delivery or when the actor has the product information, talk to someone for whom you are an authority figure

Be sure the "who" you choose is a specific person that you know. If it is a friend, -which one? Who we choose to talk to affects how we feel which influences interpretation.

Have an objective
I.e., when you are the person with the product information, your objective could be "to help".

• When the commercial is for a diet product, vitamins, breakfast cereal, medicine, food, etc. your objective might be "to help your friend be healthier"
• When it is for cosmetics, shampoo, a clothing line, etc., the objective might be "to help your friend look better"
• For a car, it might just be "to help get the best car"

If you are the person seeking the product information, your objective might be "to get help".

Make a choice that motivates the copy

The most difficult challenge about dialogue commercials is how to start. I suggest that actors take two seconds to hear something (in five words or less) then have a simple, unrehearsed reaction to what they've heard and allow that reaction to motivate the dialogue. This "moment before" reaction stimulates actors to connect to their instincts, which is very beneficial in creating an honest and distinct audition.

Commit to your instincts

Trust, never question, your visceral interpretation when auditioning. Committing to your instincts helps keep you "out of your head" and not concerned with how or what you are doing.

Knowing your objective, motivating the dialogue, focusing on the person that you have chosen to talk to and then trusting your instincts and preparation is GOOD ACTING. Approaching commercial auditions using these acting basics gives actors the connection and freedom to do their best work.  Many have told me that auditioning this way results in more callbacks and bookings.  It also reinforces the craft, which assists actors to become better actors.

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