What does a commercial actor do?

What is a Commercial Actor?

Commercial actors specialize in appearing in advertisements or commercials. Their job is to increase sales and brand awareness, by effectively and persuasively communicating a message or promoting a product or service to the target audience within a short time frame, typically 15 to 60 seconds.

In the commercial space, actors partner with companies in various sectors, from household goods and food items to cars, electronics, and beauty and cosmetics. They work across various media platforms, from television and online streaming services to social media, and are skilled at quickly establishing a connection with viewers and listeners, impacting their perceptions and encouraging them to take action, such as purchasing a product or visiting a website.

In a competitive marketplace, commercial actors play an essential role in advertising and marketing strategies, helping to create campaigns that resonate with consumers and drive business growth.

What does a Commercial Actor do?

Duties and Responsibilities
A commercial actor's primary role is to portray characters or themselves in advertisements or commercials to promote products, services, or brands. Their responsibilities include:

• Character Development – understanding and embodying the character or role they are portraying, whether it's a specific character or a version of themselves that aligns with the brand's image and message
• Script Interpretation – reading and interpreting scripts to understand the message, tone, and desired emotions the commercial aims to convey
• Shooting / Performance – filming the commercial, which may involve multiple takes and adjustments to direction; delivering a compelling and persuasive performance that effectively communicates the product or service's features, benefits, and unique selling points to the target audience
• Adaptability – adapting to different styles, tones, and directions to meet the specific requirements of each commercial and the brand's marketing strategy
• Camera Comfort – being comfortable and natural in front of the camera, as commercials are often shot in a studio or on location with a film crew
• Collaboration – collaborating with directors, producers, and other cast and crew members to ensure the commercial's success and alignment with the brand's vision and objectives
• Promotion – participating in promotional activities, such as interviews, photo shoots, and public appearances, to further promote the commercial and the brand

Types of Commercial Actors
Now that we have a sense of the general scope of the commercial actor’s work, let’s look at some different types of these actors, based on their appearance, personality, and acting style:

• Character Actors are known for their ability to transform into various characters and personalities, making them versatile and adaptable to a wide range of roles in commercials.
• Spokespersons are often chosen for their ability to effectively communicate and represent a brand or product with authority, credibility, and authenticity. They are typically articulate, confident, and charismatic, making them suitable for spokesperson roles in commercials. In many cases, these actors establish roles as long-term brand ambassadors, representing and promoting a brand or product in multiple commercials and marketing campaigns over an extended period.
• Real People Actors are everyday individuals who are not professional actors but are chosen to appear in commercials to provide authenticity and relatability to the advertisement. They are often selected based on their unique look, personality, or personal experience related to the product or service being promoted.
• Voiceover Artists provide the voice for commercials without appearing on camera. They are chosen for their distinctive and engaging voices that can effectively convey the message and emotion of the commercial.
• Child Actors are young performers who specialize in appearing in commercials targeted at children or families. They are selected for their natural talent, charisma, and ability to connect with young audiences.
• Celebrity Endorsers are well-known actors, musicians, athletes, or public figures who are hired to endorse and promote a brand or product in commercials. They are chosen for their star power, influence, and ability to attract attention and generate buzz for the advertisement.
• Models and Brand Ambassadors are selected for their physical appearance, attractiveness, and ability to visually represent and promote a product or brand in commercials. They are often chosen for fashion, beauty, and lifestyle advertisements.
• Comedic Actors specialize in comedic roles and are chosen for their comedic timing, improvisational skills, and ability to make audiences laugh in commercials.
• Dramatic Actors excel in serious and emotional roles and are selected for their ability to convey depth, emotion, and storytelling in commercials.
• Specialty Actors have unique skills, talents, or physical attributes that make them suitable for specific types of commercials, such as stunt performers, dancers, musicians, or athletes.

In addition to working in one or more of the niches described above, commercial actors may specialize further. Here are some examples:

• Product Categories – Commercial actors can specialize in promoting specific types of products or services, such as food and beverage, automotive, beauty and cosmetics, technology, healthcare, fashion, and lifestyle brands.
• Audience Demographics – Commercial actors can specialize in targeting specific demographic groups, such as children, teenagers, young adults, adults, or seniors, based on the target audience for the commercial.
• Cultural and Ethnic Representation – Commercial actors can focus on communicating messages to specific cultural, ethnic, or minority groups.
• Local, National, and Global Markets – Commercial actors can specialize in working in local, national, or global markets, adapting to different languages, cultures, and market trends to effectively promote products and brands to diverse audiences worldwide.

What is the workplace of a Commercial Actor like?

Commercial actors can work for a variety of entities within the advertising and entertainment industries. These are among their most common employers:

• Advertising Agencies create and develop advertising campaigns for brands and companies. They often hire commercial actors to appear in commercials as part of their marketing strategies to promote products, services, or messages for their clients.
• Production Companies produce and create commercials for brands and companies. They hire commercial actors to star in commercials, working closely with directors, producers, and creative teams to bring the vision and concept of the commercial to life.
• Brands and Companies directly hire commercial actors to appear in their commercials to promote their products, services, or corporate messages. They may have in-house marketing and advertising teams or work with external agencies and production companies to create and produce their commercials.
• Casting Agencies specialize in finding and selecting the right commercial actors for specific roles and projects. They work with advertising agencies, production companies, and brands to cast and audition actors for commercials, ensuring the right fit for the brand, product, and target audience.
• Talent Agencies and Management Companies represent and promote commercial actors, helping them secure auditions, bookings, and contracts for commercials. They negotiate contracts, manage career development, and provide guidance and support to help commercial actors succeed in the industry.
• Production Studios and Networks that produce television shows, films, and digital content may also hire commercial actors for commercials that promote their own programming, services, or network brand.
• Digital and Social Media Platforms hire commercial actors to appear in online commercials, promotional videos, and advertisements to engage and connect with audiences on their platforms.
• Non-profit Organizations and Government Agencies also hire commercial actors to appear in public service announcements (PSAs) and advocacy campaigns to raise awareness, promote causes, and deliver important social and public health messages to the community.

The day-to-day work environment of a commercial actor can vary depending on the type of commercial, the location of the shoot, and the production budget. Here’s a glance at some of their typical work settings:

• Film and Television Studios – Many commercials are filmed in professional film and television studios equipped with sound stages, lighting equipment, and production facilities. These studios provide a controlled and organized environment for filming commercials, with professional crew members, directors, and production teams collaborating to create high-quality commercials.
• On-Location Shoots – Commercial actors often work on-location, filming commercials in real-world settings such as homes, offices, streets, parks, beaches, restaurants, and other public or private locations that are relevant to the commercial's concept, theme, and target audience. On-location shoots offer a more authentic and visually appealing backdrop for the commercial, requiring actors to adapt to different environments and conditions while filming.
• Green Screen Studios – Some commercials require green screen or chroma key technology to create virtual backgrounds and special effects during post-production. Commercial actors film in front of a green screen, with the actual background and scenery added later in post-production to create the desired visual effects and settings for the commercial.
• Recording Studios – Voiceover artists and commercial actors providing voiceover narration for commercials often work in recording studios, recording their lines and performances in a soundproof and acoustically treated environment with professional recording equipment and sound engineers.
• Audition and Casting Facilities – Commercial actors frequently attend auditions and casting sessions at casting agencies, production company offices, and other professional venues equipped with audition rooms and cameras.
• Digital and Social Media Studios – With the growth of digital and social media advertising, commercial actors may work in digital and social media studios, creating content specifically designed for online communities.
• Travel and Remote Locations – Commercial actors may travel to different cities, states, or countries to film commercials on-location, requiring them to work and adapt to remote and unfamiliar environments.
• Home and Self-Recording – Some commercial actors may have the opportunity to work from home and submit self-recorded auditions for commercials remotely, using smartphones, cameras, and other digital devices.