THE ANATOMY of a CALLBACK

When you walk into your commercial call-back, there is a table ( or couch) of 2 to 8 people staring back at you. Who are these people? What do they do? Who’s really making the decision? Did they get any sleep last night?... they all look tired!

It usually breaks down like this... from the production company you have the Director and Producer. From the Ad Agency you have the Creative Director, Writer (or art director, or both) and Agency Producer. Those are the main players in the room.

Here’s some background. The Ad Agency created the campaign, and probably had to pitch it more then once to their clients (Honda, Verizon, Coke etc.) until it was approved. When they get a green light to go do the commercial campaign, that’s when they hire a director (who’s with a production company), and the director usually takes the lead on who to hire as a casting director. The casting directors contact your agent, your agent contacts you. This is where your headshot is important... but once you get through the door its ALL about your performance.

After the “first call” The casting director sends a DVD, or posts all the auditions for both the director and the ad agency to make their picks. Callback selects are usually done separately, meaning the director does his/her selections… the agency does theirs… and the lists are combined.

I’ll just add this real quick because I get asked this a lot… if you get a call back, YES, wear the same thing if you can, and DO basically the same thing you did in the first call.

The “Call back” is usually the first time everybody making the commercial has been in the same room together, thus it’s no surprise that lines and action get changed or re-worked. So you may walk in to see you have been rehearsing the wrong sides, or you might get asked to read for a different part on the spot. This is all business as usual, so be ready for it.

The Director and Agency usually start making a MAYBE and NO pile as the day goes on. Then, end of day, the debate begins… if casting has gone well there are a lot of choices. Eventually it is the Director and Ad Agency Creative’s who make the choice, but everyone in that room may have a vote or be asked for their opinion. Many times we review the audition more then once before choosing, mix and match, change our minds a few times... it can be difficult and the decisions made by the narrowest of margins.

Then our top 2 or 3 are sent or posted to be presented to a the client for FINAL approval. In other words, it’s usually a guy in a suit, CEO or marketing type who gives the final nod. Sometimes they like the back-up picks, but more often then not go with who the director and agency prefer.

Hopefully this will help you, as an actor, gain some perspective on the (commercial) audition process.
For more specific details on how/why decisions get made, see the blog entry called “Why Didn’t They Pick Me” .

- Scott Young

Commercial Success/ Shoot a Scene. Edit Your Reel