I’m sure every actor, director and acting coach has used this expression, but what does “owning the audition” really mean for the commercial audition? First, let me tell you what it does not mean; it does not mean it’s always about your acting choices. I know this idea may oppose what you have been told by your instructors and even other actors, but the truth has to be told and put into appropriate perspective. In television and film auditions, it is all about your acting choices, your ability to demonstrate your understanding of the character, the relationship to the other characters and the overall story. But commercials are very short concise stories that deliver a precise message, concept, feeling and tone. Your acting skill may not even matter as much as your ability to understand and serve those elements. The most important and unique quality any actor can bring to the commercial audition is the core of who they are.

What will separate your performance from the other actors is you.

There will be some commercial auditions that will be all about the actor’s choice in delivery . However, unlike film and television auditions, commercial auditions are usually about what is needed to make the commercial work. Therefore, it’s often about the director’s choices. When you prepare for your audition, you should have a few options in mind, but you should also be willing to let go of any choice you come in with and just go with what the director is telling you to do. Most actors feel obligated to prepare something they think is original and brilliant. Unfortunately, those “brilliant” choices are sometimes so far from the intended concept that the actor looks like they ended up at the wrong audition. Those actors who think they are doing something original and clever usually appear to be re-writing the concept. Many actors will come into the commercial audition and actually fight with casting director arguing, “This is my audition, my choices, not yours!” These unfortunate actors believe this attitude is what “owning the audition” means; they are tragically wrong, particularly when it comes to the commercial audition.

Ownership: Alternative Pronunciation: \’own-your-sh*t\

Ownership means you know how to apply the essence of who you are to the commercial . Ownership means you may have to include the less attractive aspects of who you are. All the actors competing for the same role are required to do what the commercial director wants in order to bring the concept to life. You and those other actors may be required to do the exact same thing. Actors often focus only on what they have decided they’re going to do, and they forget about being who they are. Despite giving a brilliant performance, it will come down to whether or not you are that part. “Owning” the commercial audition means, you get the concept and brought yourself to the role.

One of the most important skill an actor must show in any audition is that they know how to serve the story, scene or concept of the audition piece they’re performing. With TV and film scripts, actors oftentimes focus on the character’s history, emotions, physical traits, relationship to other characters and all the juicy traits of that character (which is essential), but if they do not go through the scene/story elements of their audition sides, those character choices may not actually be in line with the story elements. What are some of the important story elements to consider? Genre, tone, pacing, status and beat changes, purpose of the scene, purpose of that character in that particular scene, writer’s intention, moments before and after that scene, etc.

In commercial auditions, the actor must know how to serve the concept of the commercial ad. What are some of the most important elements of the commercial ad to consider? Theme or message, timing, pacing, and tone of the piece will determine how it must be delivered in order to serve the concept or story. Since the commercial is a very short piece (typically only thirty seconds), it is crucial for the actor to know the various types of commercial concepts and the deliveries needed to serve the ad; real people testimonial or reenactments, customer spokesperson, product spokesperson, humorous, poignant, dramatic, realistic or character, etc.

If an actor shows they actually get the scene or monologue they’re performing, they have succeeded in the most important of their objectives of the audition. But in order for the casting director to see that they comprehend it, they have to be willing to base their choices on those elements. What is often witnessed is how the actor had become more focused on trying to impress the director with their acting “brilliance”. It becomes very obvious they had made their acting choices based on what they think will impress somebody and forgot to serve the essential elements of the script; they are serving their ego, not the story.

One of the more obvious indicators that the actor is only serving their ego is when the timing and pacing of the lines slow down. The actor seems to “chew on every word”, which happens most often with sides that have only one or two lines. It seems they are more interested in stretching out their on-camera time. Another indicator of the actors ego getting in the way is when the actor feels the need to over-indicate, over-act or as some would say, “aackt”. The actor who is cast may only be appearing for a few short seconds of a thitry second commercial, so they need to understand how to portray that role in the limited time they have. Nothing will kill your chances of a call-back or booking than giving in to the seemingly irresistible need to serve your ego. This will always appear desperate to the directors.

Casting Directors smell desperation on an actor like animal can sense fear.

Not only is desperation a turn-off, it’s a clear warning sign that the actor will likely be a pain in the butt if they are cast.