The Degree of Scripting in 'Real People Not Actors' Commercials

In the world of advertising, the line between real people and actors has been blurred, especially when it comes to 'real people not actors' commercials. Critics sometimes argue that these ads are heavily scripted, while others defend the authenticity and relatability they bring to marketing campaigns. This article explores the extent to which these commercials are scripted and how it affects the final product.

Guided but Not Fully Scripted

While the individuals speaking in these commercials often use their own words, they are often given a loose script or guidelines by the producers. This ensures that specific points about the product are covered and that the narrative aligns with the brand's message. Despite the initial concern about over-scripting, these guidelines help to control the message and ensure that it resonates with the intended audience.

Interviews and Testimonials

Many of these commercials are based on interviews where participants share their honest opinions. However, the editing process can highlight certain phrases or moments to create a compelling narrative. Producers take care to craft the final edit, ensuring that the commercial feels authentic and relatable to viewers.

Rehearsals and Directorial Guidance

Participants might go through rehearsals to become comfortable with the camera and the key messages they need to convey. Even if the individual is not memorizing lines verbatim, they may be guided to say certain things to ensure that the message is clear and engaging. Directors often ask for slight modifications in the participant's speech to emphasize particular points or products.

The Role of Editing

The final product is heavily edited to create a polished narrative that aligns with the brand's message. This process can sometimes make the commercials feel more scripted than the raw footage might suggest. The editing allows for the best moments to be highlighted and the most compelling narratives to be crafted.

Authenticity and Relatability

The primary goal of these commercials is to create a sense of authenticity and relatability. While there is a level of scripting involved, the emphasis is often placed on genuine reactions and emotions. This approach helps to build trust with the audience and ensures that the message resonates on a more personal level.

Level of Scripting in Real People Commercials

Some commercials are literally scripted, where the agency wants to have full control over the words spoken. These scripts ensure that the message is consistent and that specific points about the product are covered. Other commercials use testimonial interviews where writers capture the participants' spontaneous thoughts and then craft specific lines for them to say during the commercial.

Industry Practices and FTC Guidelines

According to Mark Levering, the scriptality of these commercials can vary widely. In some cases, the commercials are heavily scripted to control the exact words used. This is particularly true for GM spots on air, where the comments are often quite unrefined. However, the Federal Trade Commission (FTC) guidelines require that the comments reflect what the real people would actually say, which can be challenging to enforce.

Even without a writer on set, the director or producer may ask participants to make changes to their statements. For example, they might ask participants to include specific product names or to end their statements with enthusiasm. These requests help to shape the final message and ensure that it aligns with the brand's objectives.

Challenges in Adherence to FTC Rules

One of the main challenges in adhering to FTC rules is the requirement that the commercial comments must be made by real people with no expectation of payment. However, Screen Actors Guild (SAG) guidelines force "real people" to be paid as principal actors when their comments are used in commercials. This creates a conflict, as it goes against the FTC's requirement for the comments to be genuine.

Conclusion

The extent of scripting in 'real people not actors' commercials varies from heavily scripted to lightly guided, but the primary goal remains to create authentic and relatable content. While some agencies may seek total control, there is a growing recognition that the best commercials often emerge from a balance between controlled messaging and genuine human reactions.