How to book commercials-What's a BUTTON?

Just as the first 4-7 seconds of your SLATE determines whether or not you may be hired in a Commercial Audition, so does the last 7 seconds or so. You see, in the "PLAYBACK" process of Casting- there are 50-100 actors, your competitors, ALL saying the same lines so the "decision makers will probably NOT listen to each audition completely. The Advertising Exec's, the Producer, the Director, the Client and any other production staff invited to view taped commercial auditions (rarely is that the Casting Director by the way)- will watch 3 things:
-Your SLATE
-Your First LINE of COPY
-Your Last LINE of COPY

(That's also why Casting Directors tell you to memorize these so you don't have to look away from the camera to "read" a line from the board. You need to keep your eyes focused looking directly into the lens as you talk to us. It's more believable).

Sometimes, of course, if they hate your SLATE, your face, the color you're wearing, the color of your hair, your eyes, your freckles, your nose or any other detail- they'll just FAST FORWARD. Happens all the time. Audition over. Maybe they're just not looking for your type or coloring.

So what makes them stay on your audition/your read? Something compelling, something appealing, attractive, fun or amusing. If they have already FAST FORWARDED then you have to put those qualities in the LAST LINE. When you are wrapping up a read with the last line you generally will put a "finish" on your performance. It could be a spontaneous nod, smile, giggle, wink or anything physical-subtle or not that makes your point. It could just be a shrug of your shoulders or a smirk. It's "performance punctuation" just like a period, an exclamation point or question mark at the end of a written sentence.

But that little move, sound or ad-libbed word is called a "BUTTON". Why is it so important? Out of all the actors with whom you are competing it's your last chance to be remembered, to stand out, to really sell YOU. If they remember you and like you, they HIRE you! Maybe your SLATE was boring or your READ average but you did something hilarious, outrageous and very charming with your BUTTON. That could give you a callback which could then put you in the running for a booking! It could also book you! If you are compelling (not cloying or annoying) and FUN to watch, people like you. If they love watching you, they hire you. Some actors are just plain lucky with a face that is funny or an expression that is hilarious or charming or beautiful. Whatever it is, YOU NEED TO KNOW how to exploit that!

So many times I've heard from complaining actors saying that they blew their audition, that it was horrible, they'll never book the job only to BOOK the job! So maybe their read wasn't very good. Maybe no one ever saw it! One thing to keep in mind-" It ain't over until it's over!" Your last shot is your BUTTON!

So to review, you have 3 shots to sell yourself during your taped Commercial audition:
your SLATE, your FIRST or LAST LINE, your BUTTON!

And if your read is natural, fun, spontaneous with great eye contact and we really believe you (you've gotten "off the page" so it doesn't sound like your "reading words") you probably will have a callback. That presumes, of course, that they WATCHED your READ! Develop your BUTTON as you develop your SLATE. Or adapt a number of appealing small physical moves, facial expressions that are truly unique to you. It should be spontaneous and NATURAL!PLEASE DO NOT START MUGGING AND DOING EXAGGERATED OR PHONY EXPRESSIONS-That is the exact opposite of a BUTTON and what amateurs do....EEEEK! They hate that! Just learn your own facial expressions when talking to people. That's what a commercial is - you talking to someone. See yourself a lot on camera and get the feedback of a Pro who can say- "That works! That's fun to watch and believable!" It's tricky.


Happy Auditioning and Successful Marketing!

Gwyn