The short version
- Most actors book their first commercial through an agent, though some find non union and local spots through casting sites and regional casting directors.
- Commercial casting looks for real, relatable people more than polished performers. Being natural on camera matters more than a long resume.
- You need a clean, smiling commercial headshot, a short resume, and the ability to self tape quickly.
- Commercial auditions are short. Expect a slate, a quick scene or reaction, and sometimes improv.
- Legitimate commercial work never requires you to pay to audition.
TV commercials are one of the most common ways new actors earn their first paychecks on camera. Brands need faces of every age, size, and background, and commercial casting is often more open to beginners than film or television. Here is how commercial casting works and how to put yourself in position to book your first spot.
What Commercial Casting Looks For
Commercials sell products by showing people the audience can relate to: a parent in a kitchen, a friend group at a barbecue, a coworker reacting to good news. Casting directors are usually looking for:
- Authenticity. You look and sound like a real person, not a performer.
- Clear, quick reactions. Many commercials are built on a single moment, like a laugh, a surprised look, or a satisfied first bite.
- A specific type. Brands often know exactly who they want, such as a young dad, a college student, or a retired couple.
- Ease on camera. Being relaxed and taking direction well count for a lot.
Step 1: Get a Commercial Headshot
Commercial headshots are bright, warm, and approachable, usually with a genuine smile. They differ from moodier theatrical headshots used for dramatic roles. If you are on a budget, read our guide to getting headshots on a budget.
Step 2: Build a Simple Resume
You do not need a long list of credits to start. Include classes, any on camera experience, special skills, and sports or hobbies you can perform convincingly, like skateboarding, cooking, or playing an instrument. Commercials often look for special skills. Our guide to an acting resume with no experience walks you through it.
Step 3: Find Commercial Auditions
- Commercial agents: most union commercials in major markets are cast through agents. Learn the process in our guide on how to get an acting agent.
- Casting platforms: reputable casting sites post non union and regional commercial roles.
- Regional casting directors: local businesses, tourism boards, and regional brands hire local talent. Follow casting directors in your area.
- Student and spec commercials: film students and new directors often need actors for spec ads. These can provide footage for your reel.
Before applying anywhere, review our tips on how to spot a fake casting call.
Step 4: Nail the Commercial Audition
Commercial auditions are fast, often just a few minutes in person or a short self tape. A typical audition includes:
- The slate: you say your name, and sometimes your height or agency, then show your profiles. Smile and be yourself.
- The scene: a short piece of copy, a reaction, or a bit of business with a product.
- Adjustments: the casting director may ask you to try it bigger, smaller, or with a different attitude. Taking direction well is often what books the job.
- Improv: some commercials ask you to improvise a reaction or a short conversation.
Many first rounds are now self tapes. Our guide to self taping an audition on your phone covers lighting, framing, and sound.
Tips That Help You Book
- Dress the part, lightly. Suggest the character with simple clothing. A button down for an office worker, a casual tee for a weekend parent. Avoid logos and busy patterns.
- Keep it real. Overacting is the most common mistake in commercial auditions.
- Listen and react. Many spots feature reactions more than dialogue.
- Be prepared for products. Practice holding and using a product naturally on camera.
- Be on time and easy to work with. Casting remembers professionals.
Union vs Non Union Commercials
Commercials covered by the SAG-AFTRA union generally pay session fees and may pay residuals or usage fees based on how and where the ad runs. Non union commercials usually pay a flat rate. Non union work is a common starting point and can help you build experience and footage. If you are a minor, see our parents guide to child acting rules for work permit and safety information.
Frequently Asked Questions
Do I need an agent to book commercials?
Not always. Many local and non union commercials cast directly. Most national union commercials go through agents.
Do I need acting experience to be in a commercial?
No. Many commercial actors start with classes and a good headshot. Being natural and taking direction well matter most.
How much do commercial actors get paid?
Pay varies widely by union status, market, and how the commercial is used. Union rates are set by contract, while non union rates are negotiated per job.