An actor's physical appearance is a major factor in determining who gets commercial callbacks and bookings. Do they fit the targeted market? Are they "aspirational", - does the audience identify with the actor in the commercial? Advertising agencies do extensive research and target commercials to the product's specific consumers. Every commercial and the characters in them are carefully created. Age, ethnicity, gender and financial status are all important factors crucial in casting actors who will play the characters. Physical types are more important to the ad agencies than the director. The director tends to focus on the talent but since he/she works for the agency, typing is usually the stronger determining factor for callbacks.

I estimate that sixty percent of the reason actors receive callbacks is because they have a "look" that works for the spot. Twenty percent is because of their talent and or what they did on the initial call. The rest is their personality and essence or quality. I believe the factors which determine who gets booked are the same but breaks down differently. Since the actors have been pre-approved "type-wise", the looks have a forty percent value. The personality, essence, talent and how actors interact with the director are now the major reason an actor(s) get bookings.

So "an essential part of an actor's preparation for commercials is their physical appearance". This is not an understatement. It defines the kinds of roles for which actors audition. Hair color and style, make-up, facial hair, weight, physical build, wardrobe, skin and teeth are all factors in casting and can be addressed.

WHAT TO DO

Actors are responsible for their presentation as well as their talent development, - especially for commercials. To best package yourself, it is vital to first know your type. If you desire additional input as to your type or want to investigate if your appearance needs alteration, consult with several professional industry pros whose opinion you respect.

Teeth, skin quality, weight, hair color and style, physical build, wardrobe and even eye color can be altered and/or improved to help create a stronger commercial commodity. Obviously, ethnicity is fixed. Height can be altered a little with shoes (on or off). Age has some flexibility with make-up, surgery and when actors nurture their appearance and health.

There are established physical preferences that usually prevail in commercials. I.e. Advertising agencies hire actor's whose physicality makes a positive statement about the product in most food, drink, candy and beauty product spots (which represents over sixty percent of TV commercials and print work).

Good teeth, slender bodies and clear skin are important for these products. There must be no indication that the commercial product can cause bad teeth, weight gain or blemished skin. These spots usually feature slender actors. Yet, there are many food and drink comedic spots that cast character actors who are often heavier. Men's facial hair normally is not acceptable for these spots. It can catch in food when eating, be a distraction when drinking and leaves no room to demonstrate facial products. Commercials for other products are not always as rigid about weight, teeth, skin and facial hair.

Hair color or style is sometimes a casting preference. Blondes and brunettes, short and long hair subliminally facilitates different purposes. (Only make changes if you are ready to experiment with a new hair color or style or have gotten feedback to re-do it.)

Make sure your packaging serves you and the roles for which you audition. Check out TV commercials and study those actors who are similar to you. Honestly determine if you need to see a dentist, dermatologist, optician, hairdresser, dietician and/or physical trainer. Audition wardrobe is an important in the packaging of your product and it will be covered in my next column "Your Audition Wardrobe".

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