How to Become a Commercial Actor

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Actors in any medium are expected to build a believable character. But for commercial acting—far more than in theater, film, or TV acting—casting directors aim to cast personalities. They’re looking for a performer who is best able to sell the product to the audience. They want someone who appears real enough to relate to the consumer and professional enough to nail the delivery on production day.

“Real” doesn’t necessarily mean “generic.” Some commercial “characters”—or acting personas—are incredibly memorable. Take Progressive Insurance’s Flo, played by Groundlings actor-comedian Stephanie Courtney, as an example. With her classic vintage hairstyle, blue headband, and fire engine red lipstick, she’s definitely got a look. But it’s Flo’s perky personality that made Courtney, who’s worked with Progressive since 2008, one of today’s most famous commercial actors.

Other examples include the former Verizon-turned-Sprint “Can you hear me now?” guy, Paul Marcarelli. His trademark black-rimmed glasses and signature smirk became synonymous with the cell phone company after almost 10 years and hundreds of commercials. You’d probably also recognize Jonathan Goldsmith, the Most Interesting Man in the World, as made famous by the beer brand Dos Equis.

Being in a commercial means meeting the right people, gaining widespread exposure, and earning a decent chunk of money. Here are the primary reasons actors do commercials:

• It helps get your foot in the door. Commercial acting is a fantastic way for newcomer actors to jump-start their careers. Beyond providing on-camera experience and an array of professional demo clips, commercials are usually cast using open auditions, so you have a better shot at landing the part. Commercials operating under a SAG-AFTRA contract also allow the opportunity to get a coveted SAG card by providing proof of employment.
• Commercials are fun. Filming is shorter than for shows and movies, and commercial scripts are usually easier to memorize and require punchier deliveries. Commercial acting can provide an enjoyable break from longer-term projects.
• Improving your improv skills. Successful commercial actors often have backgrounds in comedy or improv, and commercial scripts often require these skills.
• Money. Established actors can command large commercial fees for commercials. When Nicolas Cage found himself in debt, he dug himself out of the hole by acting in commercials (and the many direct-to-video movies we know and love him for). For less renowned actors, commercial SAG-AFTRA minimum rates can still be financially enticing.
• Belief in the product or service. If an actor espouses a brand, why not endorse it? For example, when Gal Gadot became the face of Smartwater, she said that she was excited to be on the team because the product had been a part of her life “for many years.”

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According to ZipRecruiter, the national average salary for commercial actors is $63,003, with a range between $13,000 and $205,500. 

SAG-AFTRA commercial contracts require that producers pay session rates for commercials rather than weekly or day rates. Its Upfront Use Packages are primarily categorized as Class A, Class B, Class C, Cable, or Wild. Class A means commercials that air in more than 20 cities and commercials that run on cable channels. Class B means commercials that air in six to 20 cities. Class C is commercials airing in less than six cities. Cable indicates that commercials are broadcast on cable networks, and Wild is for location-specific products and services. 

The SAG-AFTRA Upfront Use Package rates for principal actors in commercials are:

• Class A, Cable, and Wild: $783.10 on-camera or $588.90 off-camera (voiceover)
• Class B, including New York City: $1,481.83 on-camera or $1,059.77 off-camera
• Class B, not including New York City: $1,208.61 on-camera or $839.45 off-camera
• Class C: $720.23 on-camera or $480.19 off-camera

The highest paid commercial actors include the aforementioned and highly recognizable Stephanie Courtney, Paul Marcarelli, and Jonathan Goldsmith—as well as Allstate’s Dennis Haysbert (“That’s Allstate’s stand. Are you in good hands?”), Allstate’s Dean Winters (“Mayhem”), and Old Spice’s Isaiah Mustafa (“The man your man could smell like”).

Becoming a commercial actor doesn’t require any formal training. But acting classes can certainly be helpful—particularly improv, commercial, or on-camera acting courses. 

Classes can be expensive, so be sure to do your research on the studio or acting coach to find the right fit financially and personally. Ideally, you’ll be able to learn audition techniques specific to the commercial industry, including proper slating, skilled product placement, and—perhaps most importantly—basic improv skills. According to casting director and acting coach Carolyne Barry, improv has the potential to work wonders in the audition room. You can use these skills when a casting director or commercial agent asks you to describe a product on the fly, or when no dialogue is provided.

“Improvisation is a commercial necessity for quite a few reasons,” Barry told Backstage. “Many auditions today have no dialogue and require improv skills, therefore most commercial agents are more interested in actors (especially new actors) who have professionally studied improvisation.... Additionally, those who have done improv training will usually do so much better at those commercial auditions.” 

Another avenue for commercial work is through voiceover. You can record quality voiceover commercial demos and audition tapes from home. The initial upfront costs of building a home studio, such as for quality recording devices and noise-cancellation materials, should be considered but it shouldn’t deter you. In our in-depth guide to getting into voiceover work, we break down everything you need to know about voice acting.

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To start submitting to commercial auditions, you’ll need three things: headshots, a résumé, and a demo reel. We’ll get to résumés and demo reels in a minute, but here are some tips to keep in mind when taking commercial headshots:

1. Smile warmly. First and foremost, advertisers want someone with a friendly face to sell their product. A winning grin could be just what Downy, for example, is looking for in their next commercial. 
2. Clearly convey your type. A good commercial headshot reflects the demographic you’re aiming for, your ability to sell a product with your physicality, and a keen awareness of the general look you portray. Think about the types of roles you want to play and tailor your headshots to that look. This includes your outfit choice. “Clothes just add range for a suggested character type,” headshot photographer Mike Sansone told Backstage. “If you’re wearing a T-shirt, you’re most likely not going to get called in for a business type.” 
3. Wear bright colors and avoid harsh shadows. Bright, energizing (but not distracting) clothing colors are ideal for commercial headshots. So is softer lighting that doesn’t create many shadows on your face. 
4. Make sure your headshot is accurate. As with any and all headshots, the ones you’re sending to commercial casting directors should be up-to-date. If you’ve recently changed your look—anything from dying your hair purple to growing a beard—ensure that CDs know who they can expect to see once the audition date rolls around. There are few things worse than calling an actor in to read for a part based on their headshot only to find that person’s current look is the complete opposite of what’s needed for the role.

“You want the headshots to represent you,” shares L.A. actor William Harper. “Not what your mom thinks of you, or your boyfriend. Capture the best version of yourself in your headshots. When a casting director calls you in, you’d better look like your photo, and the best way to do that is to embrace who you are and how you look.”

There are some key differences between commercial and theatrical headshots, according to headshot photographer Marc Cartwright. “Commercial headshots are designed to appeal to the advertising industry,” Cartwright explains. When casting a commercial, casting directors are looking for a particular personality type that will resonate with a specific demographic. It’s important to make your personality type easily identifiable since there are only a few moments to connect with the viewer. “Are you the upscale luxury car driver or the college student compact car driver? What is your authentic age range? Are you the stylish hipster phone commercial type or the nerdy, quirky office type?”

Theatrical headshots, on the other hand, are intended to help you get cast in plays, films, and TV shows, so they should show a little more nuance and emotional depth than commercial headshots. In general, most theatrical headshots feature the actor looking confident but unsmiling. Clothing in darker colors or earth tones can also set a more serious tone for theatrical headshots.

Related

The Right Way to Approach Commercial Auditions, According to a Seasoned Commercial Actor

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First, always include your name, a working phone number, and either your or your agent’s email address. Any union affiliations (SAG-AFTRA, AEA, SAG-eligible) should be written below your name. Don’t include a personal address or your age or birthday. “If casting personnel see exactly how old you are, we may unknowingly box you in and find it a little harder to see you as a character’s age, if we’re reading you for a specific role,” teacher and casting director Clifton Guterman told Backstage. “Unfair, but true. Let your headshot and your appearance in the room—and, of course, your acting ability—signal what age range you fit best.” 

Then, list out whatever credits you’ve acquired so far. No matter the time or size of the part, if you’re starting out, list what you’ve got for now. As you advance in your career, you can cut some of these earlier credits. List the director and producer where applicable. Lack of information can raise suspicions. “Merely saying that you played Jean Valjean in ‘Les Misérables’ tells us frustratingly too little,” Guterman said. “Where? Your grandma’s living room?”

Here’s an example of how to format credits on your résumé: 

Also include your training—especially commercial classes. “If someone is at least taking a commercial acting class, that should clearly be noted under training,” Paradigm commercial agent Stacye Mayer says. “Everyone has to start somewhere.”

If you’re just starting out and don’t have any credits yet, check out our audition listings, and see if anything jumps out at you in your area. Go for nonunion work. If you can get paid, great! But if a project really speaks to you, and you can afford to donate your time, any type of acting work is a good place to start. (Once you’re more established, working for free won’t be the go-to.)

Finally, don’t neglect your special skills section—especially when it comes to applying for commercial gigs. “Your skills (other than your acting ability) can get you more auditions and get you cast in jobs—especially when first starting your career,” Barry said. “Skills and hobbies can be almost anything, from racing cars to horseback riding, drawing to computer abilities, singing to dialects, languages to playing a musical instrument, collecting salt and pepper shakers to being the president of a celebrity’s fan club, performing all kinds of dances as well as participating in various sports activities. Just about anything in which you excel, do well, or have some experience doing are considered your skills and should be listed on your résumé.”

For more seasoned performers, here are some tips to fine-tune your commercial résumé:

• Keep it short. More experienced players may be tempted to showcase all the work they’ve done, but short, sweet, and to the point is the most effective route for casting directors and commercial agents who have precious little time to determine who does and doesn’t fit their bill this time around.
• Mention your commercial reel, if applicable. “Make sure to take the time to create a professional commercial reel and post it on Vimeo or a similar online platform,” actor and teacher Bill Coelius told Backstage. “Then, state ‘Commercial Reel Available Upon Request’ or ‘Commercial Reel at [your website]’ under the Commercials heading on your résumé.”
• Don’t include dates for commercial work. You can list out the commercials you’ve booked, but don’t include dates next to them on your résumé because it will age your work. “You may have booked a lot, but if you haven’t booked anything in the last two years, that’s going to be glaringly apparent if you list the date of your last shoot,” Coelius said. “Why do that to yourself?”
• Consider including a simple line about commercial conflicts. If you’ve booked commercial gigs already, it may actually prove detrimental to list them all out because casting directors can scan the list and dismiss you if they see any potential conflicts. For example, if they’re casting for a Ford commercial and they see a commercial credit for Toyota, they might think that it means you currently have a conflict. Rather than detailing all of your commercial credits, you can simply write “Commercial Conflicts Available Upon Request” under your Commercials heading. “Instead of listing individual conflicts right on your résumé, make yourself as hireable as possible and don’t,” Coelius added.

These days, your demo reel is almost as important as your headshot. When you’ve created a commercial demo reel properly, it will showcase what you’re capable of in two minutes or less by highlighting some of your best work right off the bat. Follow these tips to create a commercial demo reel that gets you noticed:

1. Gather your material. You need to get a hold of your clips in order to compile your demo reel. “With the invention of iSpot.tv, YouTube, and Vimeo, access to the work is easier than ever,” Coelius shared. “You can find your clip, download it, and get it ready to edit.” You also may have gotten a copy of the commercials you’ve done from people involved in the shoots.
2. Begin and end the reel with a slate card. Kick off—and finish—your reel with a slate card that displays your name, headshot, contact info, and website (or your social media handles if you don’t yet have a website). 
3. Choose your clips and sequencing carefully. The purpose of having a demo reel is to highlight your best work—not all your work—so you must be ruthless with the clips you choose for your reel. Make sure all the scenes focus on you (i.e., don’t include another actor’s 45-second lead up to your big moment). “If you have a sequence with a well-known star, make sure to include this near the beginning (when the viewer is most attentive) to aid the impression that you have high-profile projects and are bookable,” reel editor Ryan Thompson told Backstage. “Also, if [actors] have any clips of themselves without dialogue, they are best left till the end.”
4. Make it fun to watch. “Play with the order of the spots,” Coelius shared. “Add music if it helps. Find the flow and write it like a small movie.”
5. Solicit feedback from people you trust. Before you release the reel into the world, send it off to friends and your reps and see if they have any helpful notes. 
6. Post it everywhere. Of course, you should include your demo reel on your website, but also consider posting it on all of your social media channels to let people know you’re working. “Your reel lets future bosses know you’re bookable and ready for more work,” Coelius said.

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If you want to find auditions for commercials, there are several key ways to be proactive in your search. 

• Start with Backstage. In addition to accessing a bunch of casting calls across the U.S., U.K., and Canada, you can also create your own profile, upload your headshot and résumé, and include URLs to any of your social media platforms as well as your website. Then, you can sort Backstage’s commercial casting notices by location, age, gender, ethnicity, type of commercial, and compensation. This allows you to filter out any notices that don’t match up with what you’re looking for—and easily submit to the ones that look interesting. 
• Follow brands on social media. When you’re not scouring the internet for casting opportunities, following brands you care about on social media and seeing if they have any upcoming auditions is another great way to get started. 
• Use your agent, if you have one. Commercial agents can be great resources.

Keep in mind that fruitful commercial markets often align with those offering actors work in general. These include major hubs like Los Angeles, New York, and Atlanta; cities in Texas like Austin, Fort Worth, and Dallas; plus Albuquerque, New Mexico; Chicago, Illinois; and Orlando, Florida.

When preparing for a commercial audition—especially if it’s your first audition—you can probably expect to be nervous. The trick here is to make sure your nerves don’t get the best of you. And the best way to do that is preparation, preparation, preparation.

1. Commit the material to memory. Once you get the copy for your scene, memorize your lines, if there are any, and make a creative choice about your approach. Remember, being off-book will free you up in the room to play with the material. (Tip: Once in the room, even actors who know their lines backwards and forwards sometimes like to hold their sides—to catch them should they fumble, and to remind CDs the material is still a work in progress.)
2. Use your imagination. If the scene has no dialogue—for example, you’re enthusiastically petting your dog after using a new pet shampoo—be sure to follow acting coach Cathryn Hartt’s suggestion to watch other commercials and imagine where your part might come into play in the commercial you’re auditioning for. “Start watching commercials and notice all of the scenarios of people just walking or looking or smiling or holding a product or eating. Think of all those vignettes of people looking at products on shelves or walking in the woods while the off-camera voice talks about a pill,” Hartt told Backstage.
3. Make a little noise. Even if you don’t have any lines in the commercial, it’s helpful to make some sounds during the audition, as silence often reads as stiff and “phony” on-camera. Practice making “ooh” and “aah” sounds that will naturally light up your face.
4. Be prepared to shake things up. Practice giving a few different versions of what you’re bringing to the table. “Doing the same thing with your head tilted two different ways may look very different to the camera. Change up your body postures and facial expressions,” Hartt revealed. “Maybe point at the [product] in one version. Cross your arms in another.... Make some versions livelier and some very simple. Slightly change the type of character for different versions. Maybe one character is very perky and one is very sincere and natural. You don’t know exactly what they want, so give them a smorgasbord of goodies from which to choose.”

The same goes with memorized copy. It’s crucial to remain flexible in your approach so you can pivot when a director gives you notes or asks for an adjustment. As mentioned earlier, these situations are where your improv training can come in handy.

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Consider the role you’re trying to land when deciding what to wear to a commercial audition. You should wear an outfit that reflects where you want to take this character. “You need to fight the urge to imitate the guy that you’ve seen on these commercials, and focus on bringing yourself to the part,” acting coach Joseph Pearlman told Backstage. “You can only be you. Work on commercial copy with the support of a class that helps you bring yourself to the role—while being a busy mom, an espresso-drinker, a frustrated credit card user, a laundry-doer chasing whiter whites. It must always be your version of it.”

That said, there are some general things to keep in mind when choosing your audition outfit. As with your headshot, wearing bright, jewel tone-colored clothes to an audition can often work well in the commercial industry—but avoid heavily patterned clothing or neon colors, which may not translate well on-camera. “You should never wear black or white in front of the camera. It’s not great for your face,” Miami-based casting director Ellen Jacoby told Backstage. “No geometric prints. Come dressed according to what you’re going out for. If you’re coming out to be an upscale dinner guest at an upscale restaurant, I don’t expect you to come in jeans.” If the commercial role you’re auditioning for is a suburban dad or a high-powered businesswoman, choose an appropriate outfit to convey these personalities.

Many commercial auditions now take place remotely through self-tapes and pre-recorded video auditions submitted to the commercial casting director or creative team. Make sure your self-taped audition sounds and looks good by following the steps in our comprehensive guide and heeding any specific audition instructions.

If you are invited to an in-person audition:

1. Plan to arrive early. Allot plenty of time to get to the audition location for your scheduled appointment. Even if you don’t land this gig, showing up late won’t do you any favors. 
2. Make sure you have all your necessary materials. Remember to bring your headshot and résumé (firmly attached to each other or printed on the back) and a form of ID. And don’t forget to sign in when you arrive. 
3. Be prepared for a packed waiting room. The waiting room at a commercial audition will likely be filled with actors who look just like you—but don’t let this psych you out. You can make friends later down the line—because you’ll likely see them again—but keep in mind that a lot of people just want to get ready for their audition. Don’t take it personally if no one wants to get chatty. 
4. Use relaxation techniques while waiting. While you’re sitting in the waiting room, it can be helpful to listen to calming music and take deep breaths so you’re not overwhelmed by audition nerves. 
5. Politeness matters in the audition room. The number of people in the audition room will vary. Sometimes, it’s just the casting director or commercial agent and a camera operator. Other times, there are executives and other decision-makers present. No matter who is there, make sure you introduce yourself, deliver what you’ve practiced, make any suggested adjustments, and say “thank you” before you leave.
6. Ask questions. Neve Campbell likes to ask casting directors what they’ve already seen so she has the chance to give them something they haven’t. “You know that they’ve seen 30 people before you and they’re sick of the process, so what’s the point in giving them exactly what they’ve gotten from everybody else?” she told Backstage.
7. Keep in mind that the product is the star. With commercial auditions, remember that you’re trying to make the product look good. “The product is No. 1,” Jacoby shared. “We have to believe you like the product.” The product—and the experience of using it—should be the focus of your audition. “If you have to take a drink, for example, try not to focus on what you look like drinking the product but rather the wonderful experience you have in engaging with it,” said Natalie Roy, a commercial actor who starred in the 2020 Ryan Reynolds commercial for Match.com. “The camera, and audience, want to see how that drink is experienced through you. This will make us want one, too!”
8. Don’t be afraid to play! Because commercials are so often about the enjoyment of a product or service, don’t hesitate to get into the playfulness of your experience with the product while auditioning. “If you’re truly enjoying your experience, we’ll enjoy watching you!” Roy told Backstage. This is where improv training can help tremendously in auditions—improv is all about finding playfulness in the moment.    

Always remember: An audition is an opportunity to do what you love for an audience as much as it is a shot to build a relationship with a casting director. Even if they don't cast you this time, if you’re a stand-out, they will remember you and may bring you in again for another role that’s a better fit.