How Do You Get Cast in Local Commercials?
Insider strategies and real stories for landing local TV and online ad gigs
(By Ray Reese)
(Photo: Andrea Piacquadio | Pexels)
Understand the Local Commercial Market
Local commercials are a thriving part of the entertainment and advertising industries, especially in mid-size and small cities. From car dealerships and law firms to furniture outlets and local food chains, businesses rely on relatable, everyday talent to connect with their community.
“Local advertisers want familiar faces and authentic energy,” says casting director Melissa Arnold. “They’re looking for people who feel like neighbors—not supermodels.”
Unlike national commercials that often use union talent, local ads tend to favor non-union actors and real people with authentic charm.
Example:
John Timmons, a barista in Tampa, was cast in a jingle-based coffee shop ad after he auditioned on a whim. “I had no formal training, but I just acted like myself. That’s exactly what they wanted.”
Create a Basic Acting Resume and Headshot
Before you start applying, put together a simple but professional resume and headshot. These are essential tools in getting noticed by local producers and ad agencies.
Your resume should include:
Contact information
Height, weight, eye color
Acting experience (if any)
Relevant skills (accents, sports, dance)
Training (even workshops count)
“Don’t worry if you don’t have a long list of credits,” advises acting coach Darla Hayes. “Local casting directors know many people are starting out.”
Your headshot doesn’t need to be Hollywood-level. A clear, well-lit photo of you smiling and facing the camera works just fine, especially for community-based commercials.
Look on Local Casting Websites and Social Media
Where do local commercials cast their talent? You’ll often find calls posted on:
Facebook groups like “Atlanta Casting Calls” or “Texas Actors Network”
Craigslist under the “Gigs” section
Local talent agency websites
Community theater boards
Platforms like Backstage, Mandy, and Casting Networks occasionally post local ad work as well.
“Follow production companies in your city on Instagram,” suggests actress Laura Monroe. “They’ll often drop casting notices in stories or posts before they put them on formal sites.”
Tip: Use search terms like “local TV ad casting” or “non-union commercial talent” plus your city name.
Attend Open Auditions and Community Events
Many small businesses hold open casting calls or scout at community events. Farmers markets, county fairs, or art festivals often have booths or contests sponsored by brands looking for talent.
“Walk into opportunities,” says casting assistant Mike Cho. “Local ad agencies sometimes hold ‘live look’ auditions at public places. They just want someone comfortable on camera.”
Keep an eye on:
Local radio station promotions
Open houses at local news affiliates
College film and media departments
Even school and student film projects can turn into commercial gigs if the creators work with local companies later.
Example:
Samantha Ruiz got her first role in a regional pizza ad through a college media showcase. “They liked how I interacted with the crowd during a trivia contest.”
Work with Local Talent Agencies
Though not required, signing with a regional talent agency can fast-track your commercial career. These agencies often have contracts with local production studios, ad agencies, and news stations.
Benefits of having an agent:
Get first dibs on local audition calls
Representation during contract negotiations
Feedback on your tape or performance
Higher pay opportunities
Look for agencies that don’t charge upfront but take a commission after you book a job (usually 10–20%).
“An agent helped me land three commercials in six months,” says Kansas City-based actor Henry DuBois. “Without them, I wouldn’t have even known about the gigs.”
Train in On-Camera and Commercial Acting
Local commercials are short—often just 15 to 30 seconds—but they require precise delivery, energy, and presence.
Consider enrolling in:
On-camera commercial acting workshops
Improv or cold reading classes
Auditioning technique seminars
“Even for local ads, they want believable reactions and a natural tone,” says commercial coach David Hall. “The training helps you avoid sounding like a robot.”
These classes are available at community theaters, colleges, and acting schools—even online platforms like Skillshare and Udemy.
Film a Simple Demo Reel
You don’t need national brands in your reel to make an impression. A demo with mock commercials or local projects can be enough to get started.
Tips for your demo:
Keep it under 90 seconds
Show a variety of styles (e.g., energetic, serious, humorous)
Use natural lighting and a smartphone tripod
Wear camera-friendly clothing (solid colors)
“Local clients want to know what you’ll look and sound like in their ad,” says indie director Jason Ford. “If they can picture you on-screen, that’s half the battle won.”
Example:
Tyler Goodman filmed three short skits advertising fake products with friends and uploaded them to YouTube. “That reel got me hired for a real tire shop commercial,” he said. “They liked my delivery.”
Master the Local Commercial Audition
Auditions for local commercials are usually quick and casual. You may be asked to:
Slate your name and location
Read a short script (or improvise a line)
React to a scenario or product
Smile and show personality
Bring your energy, be friendly, and follow directions exactly.
“Remember, they’re casting for trust and relatability,” says producer Vanessa Kline. “You want the audience to think, ‘I’d buy from this person.’”
Some auditions happen virtually—so be ready to self-tape with clear audio and good lighting.
Pro Tip: Don’t overact. Just be real, like you’re talking to a neighbor.
Say Yes to Small Gigs (and Build Credits)
Not every job will be glamorous or high-paying. But small gigs help you gain experience, build a resume, and get seen by other producers.
Do local:
PSA announcements
Cable commercials
Social media video ads
Real estate tours
In-store video loops
“Each gig is a stepping stone,” says actor Leon Travis. “My first spot was for a flea market. A year later, I booked a regional bank ad.”
Often, clients come back to the same talent for new spots if you’re easy to work with and deliver on time.
Promote Yourself Locally
Once you’ve done a few jobs, let your community know! You never know who needs talent.
Ways to promote yourself:
Share clips on social media
Network at local film festivals
List your info on local business directories
Hand out a postcard or business card at events
Example:
Tanya Bell printed business cards that said “Local Commercial Talent – Friendly Voice, Friendly Face.” She left them at real estate offices and landed a recurring spot for a mortgage company.
“Word-of-mouth works wonders,” she said. “I got three calls from small businesses in one week.”
Conclusion: Your Big Break Might Be Just Around the Block
Getting cast in local commercials doesn’t require an agent in Los Angeles or a SAG card. It requires enthusiasm, a professional attitude, and a willingness to show up.
By knowing where to look, how to present yourself, and who to connect with, you can turn local airwaves and streaming ads into a steady stream of acting opportunities.
As actress Nora White puts it:
“If you’ve got a smile, some confidence, and a love for performing, there’s a spot for you in local commercials. And it just might lead to something bigger.”
Your journey into the world of advertising stardom might start with a local hardware store ad — and that’s more than enough.
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