If you’re trying to break into commercials, you must first understand what casting directors want. Unlike film or theater, commercial casting is heavily focused on marketability, believability, and presence over classical acting ability. You don’t always need to be a trained actor — you just need to be relatable, charismatic, and able to follow direction.
“Casting for commercials is about who represents the brand best in a glance,” says casting director Danielle Eskinazi, who has cast for brands like McDonald’s, Nike, and AT&T. “It’s not about delivering a Shakespearean monologue. It’s about energy, presence, and fitting the role.”
Headshots for commercial work should be bright, engaging, and show your personality. You’ll want to avoid theatrical, moody shots in favor of something that makes you look fun, trustworthy, or approachable.
A good commercial headshot should:
Be well-lit with a clean background
Showcase a warm, natural smile
Reflect your real age and type
Make sure your resume is clear and tailored to commercial work. Include any:
On-camera training
Improv experience
Voiceover work
Commercial bookings
Relevant special skills (e.g., dancing, sports, accents)
While you can book commercials on your own, having a commercial agent will open the doors to better-paying union jobs and auditions with top brands. Agents typically work with talent who show initiative, personality, and camera presence.
To sign with an agent:
Research reputable commercial agencies in your city
Submit your headshot, resume, and demo reel (if available)
Follow up with a friendly email or postcard
Attend showcases or industry networking events
🎥 Pro Tip from Commercial Agent Karen Longwell:
“Agents love actors who show up to auditions on time, prepared, and with a positive attitude. You don’t need a perfect reel to get signed — just show your unique spark.”
One of the fastest ways to start auditioning for commercials is by signing up for online casting platforms. These services allow you to self-submit to a wide range of projects.
Top commercial casting sites:
Casting Networks
Actors Access
Backstage
Casting Frontier
LA Casting
💡 Upload a quality headshot, a 30-second slate video (a personal introduction), and list all your skills. Regularly check listings and submit early.
Even if you’ve done stage or film work, commercial acting is its own art form. Classes teach you to:
Master timing
Hit your marks
React naturally in short takes
Smile on cue
Deliver product copy convincingly
Top schools in LA, NYC, and online offer classes specifically for commercials.
Try:
Killian’s Workshop (Los Angeles)
Hey, I Saw Your Commercial! (LA/Online)
The Barrow Group (New York)
Your slate is often the first impression you make. A slate is simply you saying your name, height, and possibly agency — but how you do it matters. You should appear confident, pleasant, and engaging.
During auditions:
Take direction quickly
Be authentic, not sales-y
Make strong but simple choices
Don’t overthink the copy
💬 “In commercials, less is more. I want to see someone who feels real,” says commercial casting associate Ben Whitehair.
Commercials are cast in high volume, which means rejection is frequent and often has nothing to do with your talent. You may be “too tall,” “too young-looking,” or just not what the brand imagined.
Tips to handle rejection:
Don’t take it personally
Use every audition as practice
Keep showing up — consistency leads to work
Follow up on past auditions and stay in contact with casting offices
Once you’ve done a few commercials or spec (mock) ads, compile your best clips into a commercial demo reel — 60 to 90 seconds is ideal. Make sure it includes:
Natural on-camera work
A variety of roles (mom, teacher, friend, worker)
Your best looks and expressions
💡 Also consider:
A personal website or acting portfolio
An IMDb profile
A casting profile with active credits
In the commercial world, relationships matter. Make a good impression and people will remember you. Attend:
Casting director workshops
Industry mixers
Actor networking events
Free seminars from agencies
💬 “I got my first commercial because I made friends at a workshop and they recommended me to the director,” says actor Thomas Gill, who has appeared in Apple and Chevrolet commercials.
After some practice, a few auditions, and a couple bookings, you’ll start to feel more confident. Commercial work is often non-linear — you might go weeks without a booking, then land several in a row.
Once you start getting booked:
Be professional on set
Show gratitude to casting and crew
Save your footage for your reel
Stay connected with the production team
📝 Pro Tip: Join SAG-AFTRA if you’re consistently getting union auditions. This opens doors to higher-budget work and commercial residuals.
Getting cast in commercials takes patience, persistence, and personality. It’s not about being the most talented actor — it’s about being the right person for the moment. Use every opportunity to build your skills, network, and brand.
💬 “Commercials taught me how to be natural in front of the camera — and they paid my rent for years,” says actress Kelly Stables (seen in Progressive and Wendy’s commercials).
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