...Even when you did a great audition
I am sure you have wanted to know why you do not book Commercials when you feel you have done a great audition (and even when those running the session have let you know you did a great audition). You might get an avail or are put on “Hold” but then you don’t book the job. It can be very frustrating. Often there is no definitive reason so I believe it would be helpful for you to understand some of the business and subjective factors being considered that often have little to do with you, your talent or your audition.
Other Way To Go: When the commercial CD gets the breakdown and selects the actors for their session, many get creative and add actors who are “another way to go” for the role. And often, some of these actors could change the direction of the casting.
Role is cut or changed: When watching the casting, the director and/or advertising executives might determine that a part is not working and then could cut it out, replace it with another role or choose to go with a different type of actor.
Matching: When casting a spot with multiple actors, the matching or pairings need to look like they could be couples, friends, workers or a family. And yet in a group of friends, office employees, neighbors, etc., it is preferred those cast be of different ethnicities, physical types or hair color – because many commercials need to appeal to various groups of people.
Identifiable and Aspirational: Commercials need to appeal to target markets. The actors cast in the spot must be people that those the spot is designed for will find aspirational or will identify with. And thus is a major factor in the casting. This is why casting specs are pretty specific as to age, gender, ethnicity and physical types. Then, because these considerations are often subjective, each group of people doing the casting and various target markets could create diverse factors that would make different actors identifiable and/or aspirational for various products.
Chemistry: When matching couples, families, friends, workers, etc., they need to work well together and have a chemistry that creates the feeling that they belong together. And it is something that is there or it is not and it too is subjective.
Compromise: Those doing the casting are not always in agreement on who they like in a role. In that case, so that no one looks bad, they may choose another actor (who might not be as good or as right). It happens.
Personal Preference: Directors and advertising execs are human and have preferences. Sometimes actors might remind one of someone they like or don’t like or another actor that may be too recognizable. Casting preferences can work for an actor or against them.
Knowing these factors should help you understand that when you believe you have done a great audition why you may not book the job. I know it is frustrating and seems unfair but realize that these same factors that might work against you for one job might work in your favor for others. And in order for you not to take it personal and to protect your confidence, I suggest that you remember this, “You didn’t lose the commercial, someone else booked it” – this time.