So You Think You Can Act...

A TV commercial can break down in many ways, but in a midsized market, one of the great challenges for agencies such as Asher is finding the right talent to appear on screen.
With budgets that seldom allow union talent and clients who want to squeeze every dime, we're forced to be creative. Even against those odds, we still seem to find the right voice, look, delivery.
Here are some things to remember...from both sides of the table:

1. Never choose a commercial actor because he or she looks good. If the role depends on the ability to deliver a line, a good head shot is no substitute for the ability to act.

2. Commercials are not theater. Stage actors are expected to exaggerate, enunciate and emote. The best commercials actors come across as normal...and sometimes that's the hardest role of all.

3. Create to the limits of your talent. If you don't have the budget for skilled actors, develop spots that don't rely on on-camera action or synch sound.

Hopefully these three rules give you a little insight into the casting process. It's best to find someone who can give you different deliveries.

Finally, always see your talent in person before making final selections. It's amazing how a camera can hide bad skin or teeth or add pounds.

Acting isn't easy, and sometimes choosing the right actors can be even tougher.

--Matt G.