BY TIM SACCARDO
he stereotype of Hollywood and New York actors was long that of perfect, glamorous, almost fake-looking model types. These days, however, we're seeing more "real-looking" actors like Seth Rogen and America Ferrera as the stars of feature films and TV series. One boutique agency has designed its philosophy around the trend toward "normalcy." The Los Angeles–based LemonLime commercial agency, which opened its Fountain Avenue doors a couple of weeks ago, already boasts almost 200 clients—none of them made from the George Clooney mold.
"The way that advertisers are [casting] their campaigns, they're really trying to reach out to real people, to people that are interesting and accessible," said Chaim Magnum, vice president of LemonLime, which describes itself as offering "offbeat beauties, geeky office drones, Silverlake hipsters, strong character faces, indie rockers, quirky moms, and, of course, 'real people.' " The agency has already placed some of its clients in campaigns for Apple (the silhouetted iPod dancers), Del Taco, McDonald's, Pepsi, Levi's, Donna Karan, and others.
"I think the hangover from the supermodel days has finally worn off, and everybody realizes that not everyone looks like Cindy Crawford," Magnum said. "Everybody nowadays has more of an interesting flair, more of an individual vibe, and that's what we decided that we need to gear our company towards."
Chaim and LemonLime co-founder Robin Harrington began their careers in talent management when they met in the underground L.A. club scene. "I guess I was a fabulous club kid back then, and he thought I was really fierce and he wanted to be my friend," recalled Harrington. "I don't know how, but The Jerry Springer Show somehow got my personal phone number, and they knew I went to clubs and was connected with all the freaky people, so they'd call me to get them people for their show."
Providing Jerry Springer with guests led the club kids to start Dragon Talent, which Harrington admitted had unusual roots: "Dragon started as an agency for drag queens, but we quickly expanded. People knew we had drag queens, but they'd call and say, 'Do you have punk rockers? Do you have fetish types?' I didn't have them, but I knew which club to go out to that night to get them, and I'd send them to the casting agent the next day."
After 12 years, Harrington and Magnum felt Dragon's focus on edgy clients had run its course. "The piercings and the tattoos are very five years ago, and that's something that advertisers aren't looking for as much anymore," said Magnum. "They're really looking for individuals that stand out, that have that je ne sais quoi, something you can't put your finger on what exactly it is, but when you look at them you know that there's something different about them."
What unique, offbeat qualities make an actor right for LemonLime? "It might be the way they carry themselves, the way that they speak, even the way that they dress," said Magnum. "We have a different perspective than somebody who, say, started off in the mail room at William Morris. They're very corporate, and they have in their brains this certain formula and technique of how you develop a performer into a big star. And since we're coming from a completely different world of artists and designers, I don't think we've ever been boxed into that."
LemonLime Agency is currently taking digital submissions from actors via its website. To submit, visit www.lemonlimeagency.com or call (323) 662-5100.