According to commercial casting director Judy Elkins, “Right now, real people are in. Everybody in commercials today has to look not like an actor, but like somebody you may know.”
Elkins started her career as a receptionist for a production company but was soon promoted to casting voice-overs and she hasn’t stopped since. Over the past twenty years she has cast thousands of commercials.
When I first became a casting director, we would bring in only ten to twenty people for a role and they were all commercial, white bread, all-American types. The only ethnic types acceptable were black commercial actors. Now, we bring in thousands of people from all backgrounds. I often see one hundred to two hundred people a day. What many clients now require are theatrical actors who are a little offbeat and who have some edge and character.
Today the commercial business is a status thing. It wasn’t so before. Before, only actors whose careers were down-and-out did commercials. Now everybody wants to do commercials, even stars who work all the time.
They must know how to relate to the camera. They should observe themselves on video in order to find out what they’re doing right and wrong. And then they must learn how to adjust and improve themselves.
When an actor comes in, I often interview them on camera. Therefore, it’s important that they know how to be relaxed when they talk to the camera. If I say to an actor, “Tell us your name and something interesting about yourself,” they can’t just nervously say, “My name is such and such, and you want me to say something about myself?” Don’t repeat the question. Just get on with telling the camera who you are, and be prepared to tell an interesting story.
Another question may be, “If you were casting yourself in a role, who would you be?” Have an answer, be creative. Don’t just stammer or mumble. Say something interesting. Most of the kid actors—and some of the adult ones— have no idea how to relate to the camera. Commercials are tough. You have thirty seconds to sell yourself, to sell the product and to be liked. It’s much harder than going into a theatrical interview where you have time to develop a character.
Actors should take every class they possibly can, especially classes that are videotaped. At the end of the class, you’ll know how you look, what colors look good on you, what color lipstick suits you best, etc. Even actors who have already made it, need to continuously study. The biggest mistake people make in commercials is that they think it’s easy. They think, “Hey, I’ll make commercials and make a lot of money so that I can do real work in the theatre.”
Also, I see many actors who come in totally unprepared. They haven’t studied the script and ask for cue cards. SAG says I have to have cue cards but when actors come in and depend on the cards alone, then I know they’re just here to make money. It’s far better to come in half an hour early, take the sides, go out for coffee and study the lines. I respect those who do that. Unfortunately, most actors just come in, glance at the sides, socialize, and that’s it. The actors who study their sides and know what they’re doing are the ones who will inevitably book. I have come to the conclusion that sometimes actors deliberately sabotage themselves. They feel that they aren’t going to get the role anyway, so they don’t bother trying. That way they protect their egos and can say to themselves, “Well, I wasn’t really trying.”
Composite photos are absolutely out. In the old days, actors would have a commercial composite, with a smiling pose on one side and four images on the other side, showing them in a suit, in casual clothes, with glasses, etc. We don’t want that anymore. That’s out. What we need is an up-to-date photo that looks like you. You can’t walk in and look three or four years older or younger than your picture, with your hair a different length or your nose pierced.
Sometimes, winning the lottery is easier than getting a commercial. The competition is that intense. But most actors walk into the interview with an attitude that says, “I don’t really care about this interview.” I sometimes have people assist me during auditions and when they see the “I don’t care” attitude of some actors, they tell me, “I just don’t believe it! They were called in on this and they just threw it away! How can they? Don’t they know what the odds are to just get into the door?!”
Many come in and say things like, “Oh, I didn’t think it was necessary to bring pictures.” Or, “I have a picture in the car, shall I get it?” Please, approach this business with the utmost professionalism!
Even if you’re paired with people who don’t know what they’re doing, do the best job you can and you will inevitably stand out in the room. Don’t worry about the others. Be yourself and your performance will still shine through.
Both men and women should have a look that is up-to-date. If long hair is out, their hair should be shorter. I have some actresses coming in who have the same look they had ten years ago. They have the same hairdo and even the same style of wardrobe. It doesn’t work. You have to continuously keep yourself up-to-date. Same thing for men. Though men have it easier, they still have to pay attention to what looks are fashionable.
Today’s clients don’t want a Los Angeles Look. They want an Anywhere, USA Look. They don’t want a trendy look. So don’t come in with a deep suntan. Nobody wants to see that. If you want to be a working actor in commercials, get out of the sun! Currently, nobody is looking for surfer types.
People who work in this business are very fortunate. What a great way to make a living! You’re treated well, the commercial directors are great, the union protects you and if you get lucky, you also make a wonderful living.
Judy Elkin
818.762.1900
11530 Ventura Boulevard, Studio City, CA 91604