It’s no secret that acting is one of the most competitive industries in which to try to build a career, and commercial work is no exception. Adverts, however, often offer a more accessible entry point to the industry than TV and film, providing opportunities to develop your screen acting skills, make industry connections and earn a living.
Whether your casting bracket is quirky hipster, multitasking mum, or tech-savvy teen, this guide will walk you through exactly how to find commercial work in the UK, smash your auditions and book your first advert.
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Actor Andrew Gruen, who recently appeared in Ariel’s The Big One ad campaign, says “precision is key” when it comes to commercial acting.
Film, TV, and theatre are all able to cover complex character development over an extended narrative period, but commercials have to communicate an idea or feeling almost instantly – usually in just 30 seconds. For actors, an ability to clearly and authentically convey your character’s thoughts – often with no text – is essential.
Another key element of commercial casting – much more than for film, TV, and theatre – is whether you look right for the part. If you’ve got only three seconds of screen time (as Gruen did in his Ariel advert), then being able to instantly convey who your character is becomes essential.
It can be frustrating to see the rise in castings calling for “real people” rather than actors, but it is a clue that brands are looking for relatable people to sell their products. Give yourself the upper hand with commercial castings, particularly when submitting yourself for jobs, by knowing what your look instantly communicates to others. Does your authentic vibe shout “trendy young professional” or “frazzled dad of three”? Know what you naturally exude and you’ll be giving yourself the best chance of booking a job. After all, you’re not just selling a product – you’re selling a moment, a feeling, or a lifestyle that resonates with potential consumers.
Casting platforms: If you haven’t yet got an agent, websites highlighting open casting calls offer plenty of opportunities to apply for commercial casting calls in the UK. Regularly checking these sites and actively applying to relevant jobs will certainly increase your chances of getting in the room.
Social media: Casting directors increasingly are using social media platforms such as Instagram to share casting calls, particularly when looking for genuine groups of friends or couples. Make sure to follow plenty of UK casting directors who specialise in commercials and keep an eye out for any open casting calls they share.
Representation: The above are ways to secure commercial acting roles independently, but having an agent can significantly increase the number of commercial roles you are seen for. Agents are likely to have access to more commercial casting calls than those publicly advertised, and they have relationships with multiple casting directors they can use to get you in the room.
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Headshots
An important part of building your career as a professional actor is ensuring that you have professional headshots. It’s recommended that actors have four good-quality headshots, and if you’re serious about booking roles in commercials it’s worth making sure one of those shots is of you smiling. After all, selling a product usually involves some level of positivity!
The turnaround between a casting call going out, auditions, booking the job, and shooting a commercial is generally fast – often a matter of weeks. Making sure you’re applying for jobs with accurate, up-to-date headshots is crucial. If they’re looking for someone with a full beard, for example, then you best show up to the audition with the same rugged beard you’re sporting in your headshots!
Casting profile
Your casting profile should be up to date with accurate information such as your height, playing age, most recent credits, and any special skills you have. The last one is particularly useful when it comes to commercials. Tae kwon do, horse riding, aerial silks — whatever niche thing you can do, it could make you the No. 1 choice if it fits the theme of an advert. Even skills from your day job, such as being a barista or a mixologist, could come in handy for a commercial job.
Showreel
Having a showreel isn’t an absolute necessity to be seen for commercial castings, but having some footage that shows you acting on screen could tip the scales in your favour. If you don’t have a lot of work under your belt yet, consider filming a short monologue or scene, as if you were filming a self-tape. When it comes to commercials, it’s a good idea to showcase your authentic vibe and allow your unique personality to come across. If you’ve got a knack for comedy, consider posting short skits on platforms such as TikTok and Instagram too.
The first stage of a commercial audition generally involves doing a self-tape. The casting director will send you clear instructions on what to film, including how they want you to slate for the commercial, how many takes they want you to include, and any other useful direction. “Consider how your part fits into the larger narrative of the ad, and pitch it accordingly,” Gruen says. “Don’t be afraid to be bold, even if they say they’re looking for a naturalistic performance. Often what they really mean is they want your performance to be believable, not necessarily naturalistic.”
Successful actors will then usually be invited to an in-person or Zoom recall, while some casting directors cast ads straight from the self-tapes.
If you are invited to an in-person audition – whether it’s the first round or a recall – be sure to arrive a little early (10 minutes or so) to allow yourself time to get settled, remind yourself of the script, and check your appearance.
The casting director will call you into the audition room when they are ready. They likely will be joined by a camera operator and sometimes the director, and the client may be in the room, too, especially during the recall stage.
The first part of any in-person commercial casting always involves capturing your slate. Next the casting director will talk you through what beats they want you to perform. That refers to the separate moments within the story being told. Actor Vera Chok, who has appeared in campaigns for McDonald’s, Heineken, and Pets at Home, advises you to “play each thought as a clear, separate action.”
If you want to be in an advert, knowing how to nail a commercial audition is crucial. Every commercial casting will be slightly different, but here are some suggestions for how to make the best impression at a commercial casting.
Do the prep
Ensure that you are prepared to the best of your ability. Read all the material you have been provided. Usually that will include a breakdown of the character you are auditioning for and an outline of the narrative of the commercial. Make sure you have learnt your lines if there is any dialogue, but give yourself the freedom to play in the audition itself!
Many casting directors will also send you the name of the director who will be helming the advert. It’s worth taking a look at their previous work and any past ad campaigns for the product or brand, because both could hint at the tone and style of the ad.
Submit your forms
It’s likely that you will be asked to complete a form for casting before submitting your self-tape or attending your audition. Show that you are a professional by ensuring that you fully complete and submit the form on time.
The form will generally ask you for details such as your name, agent (if you have one), contact details, and measurements (such as your height, waist, chest, and hip size). It will also ask you to list any commercials you have appeared in over the past three years, including whether you have been in any ads for conflicting brands. If you recently filmed an advert for Tesco, for example, then Morrisons isn’t going to cast you in its next ad!
Look the part
It is important to wear something that subtly embodies the character you are portraying, without overshadowing your performance. Avoid wearing logos or anything you don’t feel entirely comfortable in.
Hone your improv skills
Lots of commercial castings will call on you to improvise. Consider taking improv classes to develop your ability to think on your feet, ad lib in auditions, and adapt to new direction.
Be yourself
It’s easier said than done, but try to relax in a commercial casting. It will allow your personality to shine, and it should free you up to make more organic, authentic choices with your performance. It’s equally important to be pleasant and polite to everyone you meet at a commercial casting, from your fellow auditionees to the person at reception. You never know who you’ll end up working with in the future, and these interactions could be an important indicator of what you’re like to work with.
Stay on top of contracts and pay
Once you book your first ad, it’s important to understand the terms you are agreeing to when advertising a product – particularly if you are self-represented.
Every commercial acting contract will vary, but generally they should cover the shoot dates and fees, as well as any travel dates and fees. Most commercials pay a basic studio fee (BSF) per day you shoot, and 50 percent of the BSF for any travel days.
Your contract should also clearly lay out the specific terms around the usage rights, such as where the advert will run (including in which countries it will be distributed and in which formats) and for how long (six months or 12 months, for example). Finally, the contract should state what the usage fee (otherwise known as buyout) will be. This is a fee you will receive to cover the period of usage if – and only if – the advert airs and you feature as a recognisable artist in it. Avoid signing agreements that buy out your rights in perpetuity, because it would allow the ad to run forever without paying you a penny more. It would also mean you could never appear in a commercial for a conflicting product, so you could be denying your future self work!
Castings – in particular commercial castings – are tough, with tens if not hundreds of actors auditioned for each part. Don’t be disheartened if you don’t book a job within the first few months, or even a year. Try to remember that it’s not personal. So much of booking an advert comes down to factors that are out of your hands and are often to do with another candidate having the right look. (Maybe they went for someone with more freckles, a bigger beard, or a wider tooth gap.) Do your best in the audition, reward yourself for your efforts, and then move on to the next.