Commercial Modelling

If you are asked by a company to be the face of an advert, you know you are in good company- this is usually a job for celebrities. You don’t need to be a star to be a commercial model though, lesser known models have a better chance of starting out doing advertising! Find out how here:

Better chances without experience

To be a commercial model you have to be able to convey emotions and engage audiences. To do this, the model must look like they would use the product themself. The more realistic this "pairing" is, the easier this is for the actors . You don’t actually have to like a product for the job though; as long as you have charisma and authenticity, companies will be interested in working with you. You can pretend to like a product but you can fake a personality!

Audience criticisms

A popular German presenter once faced scrutiny for appearing in a beer advert. He simply didn’t look right as a beer drinker. The advert was well made, but didn’t tempt anybody to try the beer and there the campaign flopped. This proves that the casting decisions for advertising determine the success of the advert.

Surprisingly successful

Boris Becker is a great example of a well-made casting decision. His slightly overwhelmed and awkward acting brought AOL a huge customer base. L’Oreal’s hair care advert with Heike Makatasch was a loved slowly greying woman who gushed about the effectiveness of L’Oreal’s hair products to audiences. She came across so well that she was immediately booked for more adverts.

Exclusive Contracts: the pros and cons

Doing commercial modellling gives you the chance to get exclusive contracts- contracts which state you most only model for one brand or product/service. Companies will pay high fees or promise bonuses in order to secure this deal. Despite all the losses from other jobs you would encounter due to an exclusive contract,  exclusive contracts mean that you have guaranteed work for a set period of time.