The actors in your commercial don’t just represent your brand. To your audience, they are your brand, and their performance will shape how your audience perceives and understands your product, service, or message.
Casting your commercial involves more than just finding good actors who can read your script. You’ll also need to think about who your target audience is and choose actors who make them feel compelled to learn more about your business.
Let’s explore why casting the right people is such a critical part of any commercial, as well as which key traits you should look for when selecting talent.
How Is Casting Commercials Different from Other Projects?
Although casting follows a fundamentally similar process for all types of productions, finding the right talent for commercials requires a different approach than casting a Hollywood movie or long-running TV show.
When you’re casting a film, you’re looking for actors who can truly embody a character the whole time they’re on screen. The audience needs to feel that your actors “are” their characters, and they don’t necessarily need to be relatable or likable.
Commercials work differently. Your audience should be able to relate to your commercial’s characters. They should be able to see themselves in the people on-screen and view your product or service as a natural fit for their lifestyle.
The Importance of Understanding Your Brand and Target Audience
As you cast your production, there are a few things you should keep in mind the whole time: your brand and your target audience. Ask yourself a few questions:
- What is your brand identity? Are you fun and laid-back or professional and sophisticated?
- What message are you trying to convey?
- Who is your target audience? What are their age, gender, cultural background, and interests?
- What sort of people and situations does your target audience relate to? What motivates them?
Answering all these questions will help you clarify who your ideal customer is and help you make appropriate casting choices that viewers will really relate to. Any commercial you produce should encapsulate your brand and speak directly to your target audience.
Now, let’s move on and look at some of the most important things you should look for in a potential actor during the casting process.
6 Things to Look for When Casting Commercial Actors
1. Acting Versatility
Commercials are short, so every second counts. A good actor should be able to quickly adapt to different roles and emotions to deliver a compelling message.
To get a good sense of an actor’s versatility and range, review examples of their previous work, whether in commercials or other projects. During the audition process, test their ability to take direction and pivot seamlessly between roles and emotions.
A truly versatile actor brings emotional depth to the commercial, making the message far more engaging, impactful, and relatable to your audience.
2. Authenticity
Your commercial should feel authentic in a way that your audience can connect with, compelling them to learn more about your brand or purchase your product.
The ideal actor will appear comfortable and natural on camera. They should be able to convey your script in a way that feels real and effortless and not overly exaggerated or forced—unless the role specifically calls for it.
3. Physical and Vocal Suitability
While physical attributes aren’t the be-all-end-all in the casting process, an actor’s look should align with the demographics of your brand’s target audience. The cast for an arthritis medication commercial will look completely different from one selling products to new parents.
Don’t forget about the importance of choosing the right voice actor. A chocolate brand feels more indulgent with a warm, luxurious voice-over, while a toy store feels more fun when it’s being advertised with an energetic tone.
Carefully selecting the right look or voice for your production will make your message clearer and more authentic and resonate better with viewers.
4. Chemistry with Other Cast Members
Even if your commercial is just 15 seconds long, your actors should have on-screen chemistry with one another. A cast with natural rapport strengthens the message of your ad, especially if they’re portraying characters who are family members or close friends.
It’s smart to do a chemistry test as part of the casting process to ensure that everyone works well with one another. Awkward or forced scenes can make your commercial feel less authentic and take away from your message.
5. Professionalism
An actor’s ability to be professional and work hard is just as important as their acting ability. Unprofessional actors can slow down production, increase costs, and create unnecessary stress for your entire crew.
When conducting auditions, look for actors who will arrive on time, be well-prepared, take direction well, and maintain a positive, adaptable attitude.
6. Acting Experience
Most commercials are 15 to 30 seconds long, and scripts are concise. Every word, expression, and movement matters. Since commercial shoots are intensive and fast-paced, you need talent who can deliver the results you want in a short amount of time.
While past commercial experience is a plus, an actor definitely doesn’t have to have acted in commercials before to do a good job. In fact, many famous actors have started out by acting in commercials.
What’s most important is to find an actor with a great audition and a professional attitude who you feel can really sell your product.
Find Talent for Your Next Commercial
The casting process isn’t just about hiring actors who can memorize your script. It’s about finding people your audience can truly relate to and trust, people who can tell your brand’s story and sell your product in less than a minute.
Ready to find talent for your next commercial but not sure where to begin the search? InnoVision Talent Agency can help.
We put you in charge of casting your own project through our online talent roster. We have a diverse group of talent, and you’re sure to find someone who matches your needs.
If you’re looking for talent for your next commercial or project, contact InnoVision Talent Agency today.