Most actors I meet who really want to do advertising and not booking jobs do not seem to find out why it is so difficult. They are sent to an audition, work on the copy, go through the process of auditioning and then wonder, "my audition was so good. Why not I book the site?? Or at least get a call back? "
If you want to take some of the mystery of the process, let us examine some basic facts.There are only a couple of reasons why someone gets booked on a major commercial market:
1- You resemble spokesman client had in mind- the corporate guy instead Amex or Citibank.
2- You look like "family member" they attempted to match for group stage-a family dinner at the Olive Garden.
3- You look like "the girl next door" it necessary that their "image"-CoverGirl or ivory, he Suburban Dad build a deck and buy things on The Home Depot, Mom with her children have burgers at McDonald 's.
You have notice of all the examples above, the word "LOOK" was very important. How do you see determines whether you will be thrown. And it includes, how to dress. It is not your BFA degree in acting, your "talent," your good workout in the Meisner, Stanislavsky method or classical theatre. Actually, having over 30% of all advertising not even "lines" you can perform so that your working techniques cannot be considered at all! It is your "LOOK," how you present yourself in those precious 22 seconds or more precisely, the first 4-10 seconds during your SHALE, is so important!
That's when the client, producer, writer and advertising Exec, decide whether to hire you or not! It means that everyone who wants to work in advertising has to look like a model or be perfect?On the contrary, anyone who wants to work in advertising today (with the exception of these "beauty or cosmetic stains for shampoo, lipstick or fashion) see REAL-like a real person. What does "Real"?
A real housewife, mother, father, neighbors in the suburbs, high school coach, a handyman, phone guy, The FEDEX delivery guy, a small shop owner, saleslady at the boutique at the mall, a teenager at the pizza parlor or the children with their parents on the beach or at a picnic-these are all "marketable types" and niches, as most people fit. The less you look like an actor and the more you look like a real person in "Middle America (West of Hudson, to the East of the Pacific) the more you get booked! Advertising meet the average American suburban family, because they are people who buy 95% of goods produced and therefore announced.
But in the commercial world, real people have an attractive or "polished" appearance. This means hair is clean, good character font, trimmed, NEAT. Teeth looking white not ragged, discolored, or unattractive, wardrobe is in lively colors not dark, Dingy, wrinkled or "urban chic". Unless clearly specified in the description to "breakdown", any actor appears to be a captive individual (unless their casts a goth or hipster)-one with tattoos, body armor-piercing, odd-colored hair or a weird haircut will probably not be considered for the job. You get the picture. And there is a professional standard, that even the average person really cannot observe. Casting Directors call it politely "KAMERÆT clear". As an actor, you must understand that advertising is a photogenic medium. You are the subject of how one looks at the camera.
Persons who have a professional look will always book THE JOB of those who do not. This means that you must "spiff up." It is worthwhile, because booking a larger market place which could earn you $ $ $ thousands weekly/monthly in "passive" income as your site visible at national and sometimes global. So get advice from an industry Pro-a commercial Casting Director, a Career Coach, a TELEVISION Director, or Agent before accepting an audition for a commercial.
The default rule is WYSIWYG. What You See Is What You Get. Don't think for one minute that "They" want to rent and "fix" you cut your hair, Polish your teeth, change your clothes. If you present yourself unprofessionally, you won't be hired! If you look at the other side, "perfect" for the character they need to throw, you'll not only be hired, they may even ask you to bring this shirt, sweater or jacket you wore in audition with you to shoot! BINGO! You hit the nail on the head! You've been reserved! You gave them exactly what they needed.
Here are a few camera tips to remember:
1. Don't wear red, black or white for the camera
Red can turn an odd or ugly color camera-from fucshia pink to dark blood, rust, orange or firey red-not attractive for anyone with any coloring and can create a climate of anxiety or fear. Black takes all the energy from the frame of the shot and means something serious or possibly negative-death or depression. NOT wearing black also means not wearing Navy, dark green, dark purple, Brown, dark dark gray. Dark colors will definitely lose you reservation! White creates a "ghost" of green light around you. Looks bad and tell them you are an amateur, not understanding camera work and lighting.
2. bring the HAIRSPRAY and "Fix" your hair problems.
If your hair tends to get in your eyes, whispy, frizzy, uncontrollable or is hanging limply, blocking your face in any way, it will probably cost you reservation. If they can't see your face or your hair is annoying to see while you are watching you read the copy, not the threw you! Girls with long, straggly straight hair sheep almost never booked! Snipping hair, layers, or have it set to use the product so that it hits your face and "float" naturally. Or not waste your time going out with adverts. (Sorry, but it is easier for the guys! For you, do not use too much mousse or product, or you get seems to be greasy or wet!) Remember you are shooting from the waist up, for the most part, so the wardrobe under the waist is not important (exceptions would be an "athletic" or "action" rather than where you may jogging, play tennis or golf. Then dress to full length camera angle).
3. Bring and use powder.
All looks greasy, shiny on the camera. This is how light affects everyone's skin. If you powder (guys too) you need to look more professional. Yes, these details make the difference. But you're saying to yourself-"I did not study the stage play to learn to wear makeup"! No, you don't. But if you want to make money commercial residuals can offer you, Learn! just as you learned dialects, dance, song, stage combat, or wearing 18th century clothing, not to mention different styles of play, to learn to adapt to this area of the performing arts. It is one of several skills to add to your professional bag of tricks. Rewards will be enormous!
Happy an audition and successful marketing!
Gwyn
Gwyn Gilliss is the creator and CEO of TAM, The actor market, a marketing company for actors. They give monthly free seminars/tele-seminars, free marketing weekly tips and access to top photographers, graphic artists and videographers, which gives each tool marketing actor needs. As the foremost marketing Coach and Mentor to players, Gwyns acting career spans several decades, where she appeared on and off B'way, classical roles in American Repertory companies in over 18 contract and recurring roles in daytime and primetime TV, movies and dozens of commercials/networks V.O. 's. She has special Coaching programs for ready-to-manage actors.
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