Stuart K Robinson Creative

You only have three seconds.

The largest difference between commercials and theatrical projects is the value of a second. Remember, in a film, an audience can wait 15, 20 or even 30 minutes to piece together vital information about a certain character: who, what, when, where, why. A commercial is less than 30 seconds total! For this reason, our viewers have only seconds to be 100% in the loop and prepared to be subconsciously brainwashed by our hidden sales message.

So, it would stand to reason that the most important part of a commercial audition would be the first three to five seconds.

Never mind the age-old argument about whether slating in-character works. Simply ask yourself: after five seconds, have the advertisers decided I’m right for the part… or am I out?

Granted, if you get caught falsely trying to “indicate” that you are right for the part, you are using bad acting techniques, and deserve to be disqualified.

But, the fear of indicating does not excuse you from bringing the qualities the commercial needs.

So, practice, practice, practice… and win the game in the opening seconds.

Stuart K