Where do commercials get their actors?
Inside the Casting Process of Television and Online Advertising
(By Javier Guerra)
Casting Agencies: The Gatekeepers of Commercial Talent
When you see a memorable face in a commercial — whether it’s someone enthusiastically eating cereal or passionately talking about car insurance — chances are, they were discovered through a casting agency. These agencies are the primary bridge between advertisers and actors.
Casting agencies maintain vast databases of talent and are frequently contacted by brands or production companies to find actors who fit very specific roles. From “mid-30s woman with a trustworthy smile” to “grandfather with a calming presence,” they match descriptions with real people.
One of the most iconic examples is Stephanie Courtney, who plays Flo in the Progressive Insurance commercials. She was cast through a standard audition coordinated by a casting agency. Her blend of quirkiness and approachability made her stand out in a sea of talent.
“I walked into that audition with zero expectations,” Courtney shared in an interview. “And then somehow, this whole Flo thing took off like crazy.”
Talent Agencies: Where Representation Matters
Unlike casting agencies, which work on behalf of the production company, talent agencies represent the actor. Commercials often source their actors from these agencies, especially when looking for recognizable or skilled performers. Actors signed with agencies like CAA, UTA, or smaller boutique firms are regularly submitted for auditions for both commercials and film/TV roles.
Talent agencies also help actors navigate the business side: negotiating pay, understanding contract terms, and leveraging one successful gig into a string of others.
An example is Dean Winters, who plays the Mayhem character for Allstate Insurance. Winters was already an experienced TV actor (Oz, 30 Rock), and his agency helped him land the commercial role, which transformed his visibility and income.
Open Calls and Online Casting Platforms
Not all commercial actors are seasoned professionals with agents. Many advertisers use open casting calls or online platforms like Casting Networks, Backstage, and Actors Access to discover fresh faces. These platforms allow aspiring actors to submit headshots, resumes, and audition tapes directly to casting directors.
A great example of this is Nathan Apodaca, the TikTok star who went viral skateboarding while sipping Ocean Spray. He didn’t audition traditionally, but his viral moment led Ocean Spray to feature him in their campaigns, showing how online visibility can translate into commercial appearances.
“I was just doing what I do every day,” Nathan said in an interview with Rolling Stone. “Next thing I know, I’m in a commercial and got a truck from Ocean Spray. Wild.”
Many up-and-coming actors without representation also rely on these platforms. A single gig — like a national Super Bowl commercial — can launch their career.
Street Casting: Real People, Real Reactions
Some brands go even further and cast non-actors to keep things authentic. This is known as street casting — the process of scouting real people in public spaces, social media, or specific communities. Advertisers use this approach when the goal is to portray everyday, relatable individuals.
For example, Dove’s Real Beauty campaign famously used real women of different body types, ages, and ethnicities instead of professional models. None of the women were actors — they were scouted from everyday life to lend truth to the campaign’s message.
Similarly, Chevy used real people, not actors, in its “Real People, Not Actors” series of commercials. These participants were selected through market research studies and online outreach, where they were told they were participating in focus groups rather than a national ad campaign.
“We were just regular people talking about our cars. Then boom — I was on TV,” said one participant, Jason Ramirez, in an AdAge interview.
Union vs. Non-Union Talent
Commercial actors may be union (members of SAG-AFTRA, the Screen Actors Guild–American Federation of Television and Radio Artists) or non-union. Many national commercials, especially those airing on television or during major events like the Super Bowl, prefer union actors. These actors have protections, healthcare benefits, and set pay scales.
However, non-union actors often book regional or online-only ads because they are more cost-effective. In recent years, with the explosion of social media and targeted online advertising, non-union actors have become a staple of the commercial world.
One anonymous actor told BuzzFeed:
“I shot a local car dealership ad that aired all over the state. I got $500. Meanwhile, my buddy did a national beer commercial and got paid $30,000. Both jobs were the same length of time.”
That massive difference in pay highlights how union affiliation — and the scope of the campaign — can drastically affect an actor’s earnings.
Commercial Casting Directors: The Unsung Heroes
Casting directors are a crucial part of how commercials find their talent. They are the middle people who liaise between the client (advertiser) and actors or agents. Their job is to understand what the client wants — tone, ethnicity, age, vibe, energy — and then find the perfect people to match.
Commercial casting directors are often unsung heroes in the process. One of the most famous, Allison Jones, has cast for both film and commercial projects and is known for discovering quirky, memorable talent.
These casting directors often develop long-term relationships with certain actors they know can deliver a great performance in 15 to 30 seconds — the average runtime of a commercial.
Training for Commercial Acting: What Makes It Unique
Acting for commercials is different from acting for film or stage. Commercial actors are trained to deliver concise emotions, often non-verbally, within a very short timeframe. They must convey believability, trust, and likability in just seconds.
There are classes specifically designed for this. Studios in Los Angeles and New York offer Commercial Acting Bootcamps, where aspiring actors learn to hit their mark, sell a product naturally, and make a lasting impression quickly.
Lana Young, a working actress in commercials, once said in a webinar:
“In commercial work, you don’t always have lines. Sometimes your eyes have to do the talking. You need to think ‘I love this product’ and make us believe it, even if you’ve never used it in your life.”
This unique skill set is why advertisers are willing to pay well for talented commercial actors who can “sell” without sounding like they’re selling.
Influencers and Internet Stars: The New Breed of Commercial Talent
With the rise of social media, the line between traditional commercial actor and influencer has blurred. Brands now often cast popular TikTok, Instagram, or YouTube creators in their commercials because of their built-in audience and relatable personas.
A classic case is Charli D’Amelio, who starred in a Dunkin’ commercial after amassing a huge following on TikTok. Her love for Dunkin’ coffee in her videos led to a brand partnership and her own custom drink. Dunkin’ turned this partnership into a national campaign — making her both the talent and the advertisement.
“I didn’t know drinking iced coffee every day would lead to a commercial deal,” Charli joked in a Forbes interview. “It just shows that being yourself can really pay off.”
Influencers offer brands authentic engagement with target demographics, making them a top-tier choice for modern advertising.
The Audition Process: Behind the Scenes
So how does someone actually get selected for a commercial?
First, an actor submits a headshot and resume to a casting call. If selected, they’re invited to audition, either in person or virtually. This may involve reading lines, improvising, or performing specific actions.
If they make it to the next round, a callback is scheduled — a second audition with direction from the client. Chemistry reads (for group scenes) or product interaction tests might also be required.
Once the client and director agree, the actor is booked, and shooting begins — sometimes within days.
“You audition on Monday, and by Friday you’re in a commercial. It moves fast,” says actor Jared Sandler, who has done over 25 commercials. “It’s the only industry where your life can change in 30 seconds.”
Conclusion: A Blended World of Pros, Rookies, and Real People
Commercials pull talent from every corner of the entertainment world. Whether it’s through casting calls, talent agencies, online platforms, or even just chance encounters, advertisers are always looking for the perfect face and energy to tell their story.
From union professionals like Flo to social media darlings like Charli D’Amelio, the commercial world is filled with unexpected stars. Some are trained actors with years of experience, while others are just everyday people in the right place at the right time.
But no matter the origin, all commercial actors share one thing in common: the ability to connect with millions of viewers in a matter of seconds — and make us believe.
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