Casting the next big star… of your ad.
Keegan-Michael Key, Jeremy Allen White, Carrie Coon
Author: Tim Burke
Recently while sifting through an archive of TV spots, a producer here discovered a total gem. Circa 2005, in a commercial for a new flat-screen TV, one of the characters featured was the not-yet-discovered Keegan-Michael Key (half of the Key & Peele duo). While I doubt the team working on the spot thought, “This guy will have his own hit TV show someday.” They saw something in him. And it got me thinking. Over the many years of casting for TV ads, what are some of the keys to filling these critical roles? Afterall, the right performance can make all the difference for your concept and the brand.
Here are 5 things to consider as you enter the always-subjective, rarely unanimous casting selection process.
1. Identify each character’s purpose. Every talent that you’re casting will likely have a different function. For one person, it could be getting the audience to relate to your story and think, “Hey, that’s totally me!” It might be to elevate the perception of the product/brand. “I want to be like her!” Or you may simply need a killer smile. Thinking through each role and what you want from it will help tremendously as you narrow your selections. Don’t just wait to see what you get.
2. Don’t forget the brand. During auditions you may discover the greatest actor ever. She delivers lines effortlessly. Has a unique look. And is someone you can’t take your eyes off. But still, you must ask: Does she align with and make sense for the brand? Does she represent its tone, feel and character? This makes for a challenging position. Because like a line of copy, visual or idea that you love, if it’s way off-brand you need to walk away.
3. Don’t appease the director. Often you will see eye-to-eye with your director on casting. Plus, their experience guiding talent is valuable. However, they’re not always looking for the same thing. They may be envisioning the “director’s cut.” They may not understand the audience or the brand as well as you do. They may be evaluating who will make for a more-efficient shoot. And if you’re new to advertising, it can be particularly hard to challenge the director. Ultimately, you need to get what you think is best. Sometimes that might piss off or fly in the face of the director’s opinion. That’s okay.
4. Be thoughtful, but don’t overthink it. If you’ve spent any time in a casting session, you’ve experienced the tee tottering of an overthinker. “Debra’s callback was absolutely perfect, but… what about Julie with the glasses from day one?” “Sure, Ronny didn’t make us laugh once, but… the director might bring out his funny.” In casting, generally you either feel something, or you don’t. They either make you smile, or they don’t. They either have swagger, or they don’t. Trust the feeling you get.
5. Chat with the casting director. Chances are, you hired someone who’s knows a little something about actors. They’ve seen infinitely more auditions than you. They’ve likely heard feedback on many of the actors – good and bad. If you’re on the fence with your selection, tap into their intel. I know I’ve been swayed a time or two by the casting director’s glowing endorsement or caveats. And a few times wish I would’ve asked a few more questions like, “I know it’s on the resume, but are you sure he knows how to ice skate?”
Casting, while fun, is a complex process. And more importantly, it can be mission critical to bringing your idea to life and creating a more engaging TV commercial. We’ve all seen ads where the advertiser failed miserably in this respect. On the flipside, it is such a wonderful feeling to find and work with actors who have that “It Factor.” The recent uncovering of Keegan-Michael Key joins a “Pre-Shameless and The Bear” Jeremy Allen White and “Way Before White Lotus” Carrie Coon in our Ad Library. Even in their TV commercial days, their talent rose above others. Glad we took notice.