Acting in commercials - Ashton Kutcher, Gecko, Brooke Shields...

Ashton Kutcher & Demi Moore                                              (AP Photo/Evan Agostini)

Television commercials are necessary, so they say, for paying the "bills."  And, just like in films, with the advancement of technology - special effects, digitalized capabilities and more and more celebrities representing a product - also is it true that more and more viewers are opting to sit through a commercial vs jumping up to get that soda pop or bag of chips.

Odds are, too, that drink and snack were purchased in a store due to the consumer remembering "something," even unconsciously, either in a magazine ad, from a coupon or of course from a television commercial.

Maybe it is a verbal or visual memory consumers see in their mind's eye - anything from a high profile actor or actress, down to just a little gecko, either way, it is something that triggers their mind and causes a purchase to be made.  When that happens, the commercial was a success!

That is the key.  If the concept is a good one, if it is carried out well (in acting or in digital format), than it works.  This world still seems to be drawn to what is appealing to the eye or ear, especially in commercials, celebrities or not, actors who are good to look at usually fit the bill.

There are exceptions to the rule - but eye candy usually prevails!

The bottom line is, if the viewer/consumer does not know what the product is in the ad,  then the advertiser has missed his mark, no matter how appealing the actor is to the eye.

Acting for commercials, or the preparation for such acting is similar to other acting.  Not too long ago there was no specific training for commercial acting.  Now there is. 

Brooke Shields, Model & Actress

How one learns the lines, which lines to study more than others, and the mind-set involved, all vary from that of stage or film.  And there are professional  "Acting in Commercials" coaches out there who will tell you so.  A link is available to see their styles and suggestions for preparing when casting for a commercial or being in one.  - Acting in commercials (and their negotiations).

Unlike most other acting, the amount of verbal usuage is not necessarily as expansive as on stage or in film.  It is the body language, and what words, particularly those of the product or anything about it, that need to be emphasized, emphasized in just the right way.  In regard to the words/lines, it can be quality vs quantity.

I'll probably never be the best actor in Hollywood, but I hope to be the hardest working." - Ashton Kutcher

Ashton Kutcher is a good example of a popular celebrity actor - he advertises for Nikon Coolpix.  Since the product is a digital item, it can speak for itself.  With Kutcher and others taking photographs with the product, it not only shows the viewer and possible consumer what the product looks like, but how to use it as well.  And since a photo speaks a thousand words, well there you have it!

Kutcher (married to Demi Moore) is not the only celebrity out there in ads either, both in commercials, magazines and on the radio - of course in the latter case it helps to have a very familiar voice, thus voice acting would be the format used to promote a product.

Other such celebrities began their careers in television ads. With celebrities in commercials now so common, many big marketers are raising the celebrity quotient by featuring an all-star team, rather than a single endorser, to create more attention:

Geico's gecko

Pepsi - Baseball stars Sammy Sosa and Jason Giambi

Nike - Ads for Brand Jordan feature Michael Jordan, morphing into either Tampa Bay Buccaneers defensive tackle Warren Sapp, New York Yankees shortstop Derek Jeter or Denver Nuggets forward Carmelo Anthony.

Gap - The Material Girl and Missy Elliott have shared the stage in a Gap ad by Laird & Partners. In the ad, Madonna breaks into song and dance on a Hollywood set as Missy Elliott exits a dressing room trailer singing and dancing.

Jodie Foster and Brooke Shields, celebrities now, also began their acting careers in commercials.

No matter what gets our attention, again it is the bottom line for the marketer - sell the product!  If actors are serious to not only act on stage, radio and film and have never ventured out into the world of commercials (in front of the camera), then they need to study up on what to expect at castings and what the director and client expect of them, too, if cast.

The client and casting director will not look at an actor twice if they do not see 100% of what they need to sell a product.  What an actor has to remember is, do not give up after multiple commercial castings and no bites.  Unlike stage or film where makeup and costumes can help an actor look a part, in many cases with commercials, the natural look is what they are going for. 

Maybe a chipped tooth, red hair and a six foot frame is what a client has requested - do not go out and chip your tooth, dye your hair or wear platform shoes just to try and get that part.  Somewhere along the line your look will be needed.  Besides, if the actor has a good agent, the agent will not send any actors to a casting that is looking for something the actor is not.

An acting coach once said ( Michael Haney would agree, Michael Caine as well),

One of the best ways to learn about commercials, is to watch [and study] them!"

Jodie Foster, Actress