Do Commercials Utilize Recognizable Faces Beyond Famous Actors?

In the ever-evolving world of commercial production, the choice of talent can significantly affect the viewer's perception and engagement. A recurring question in the industry is whether companies prefer using well-known actors or opt for recognizable yet lesser-known faces. This article aims to shed light on the strategic implications of selecting actors who may not be household names but are, however, familiar to viewers from other commercials.

The Strategic Importance of Talent Selection in Commercials

Each decision around talent, whether in commercials or any other form of media, is inherently strategic. Producers must weigh the benefits of using recognizable faces, often less famous but still familiar to a specific audience base, against the costs and risks associated with using non-compete agreements. This article will explore the practical considerations that guide this choice.

Why Consider Non-Famous but Recognizable Actors?

Many commercials benefit from employing actors who are recognizable but have not achieved superstar status. These actors can lend an air of authenticity and a relatable quality to the ad, which can be crucial for certain product types. The use of such actors can also help circumvent the high costs associated with non-compete agreements, which are often necessary when using well-known celebrities.

Understanding Non-Compete Agreements

Non-compete agreements are contracts that restrict an actor from working with competing companies. While they can be beneficial, they are also costly and time-consuming to maintain. SAG (Screen Actors Guild) has recently increased their internet fees, making it more challenging and expensive to secure more SAG actors. This shift in costs has led to a greater consideration of non-famous but recognizable actors who are sometimes more readily available and less expensive to hire.

Level of Awareness Among Viewers

One of the key factors to consider is the likelihood that viewers will recognize an actor in a different commercial. While some viewers, such as the VP Production mentioned, may have an eagle eye for spotting familiar faces, others might not notice. The wardrobe, makeup, and context of the commercial often help in making the actor less recognizable. In many cases, the difference in character and context can be so significant that viewers do not make the connection.

For instance, an actress who plays Flo in Progressive commercials might not be immediately recognizable in another commercial due to significant differences in wardrobe and character. This anonymity can be advantageous when aiming for a fresh and distinct visual feel in each commercial.

Strategic Decisions and No Absolute Guidelines

Ultimately, the decision to use non-famous but recognizable actors depends on the specific needs of the commercial. While there are no absolute guidelines, certain considerations can guide the producer in making a strategic choice. Factors such as the desired level of recognition, the brand’s identity, and the specific message of the commercial must all be taken into account.

Producers must evaluate the potential click-through rates, engagement levels, and the overall impact of using a familiar yet lesser-known face. Often, the decision hinges on cost-effectiveness, the need for relatability, and the ability to avoid the high costs associated with non-compete agreements and popular celebrities.

Conclusion: A Strategic Balance

In conclusion, while the choice of using non-famous but recognizable faces in commercials is complex, it offers a strategic balance between authenticity, cost, and viewer engagement. Each producer must weigh these factors carefully to ensure that their commercial resonates with their target audience. Whether the commercial benefits from the star power of a famous actor or the relatability of a familiar face is a decision that should be made based on thorough market analysis and strategic planning.

Keywords

commercials, non-famous actors, recognizable faces, SAG fees, non-compete agreements