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Monday, September 9, 2013

Casting Brief Q8: Competitive Brands

For the entire List of casting questions go back to
Casting Brief

Question 8: Which competitive brands worked on by the actor are to be kept in mind?

This question is only for commercials. Like I said in the case of contracts, the actor at the time of auditioning has to declare if they have acted in any competitive brand. It is best that the actor mentions most of his work that he has done so that there is no confusion in future. Even if there was no contract executed, the actor should reveal this and when the commercial was released.

Competitive brands are not just the same category but sometimes extend to the parent company as well, for eg, The Coca-Cola company India owns the following brands - Coca-Cola, Fanta Orange, Limca, Sprite, Thums up, Kinley, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, etc...
while PepsiCo India includes - Pepsi, 7UP, Nimbooz, Mirinda, Slice, Mountain Dew, Aquafina etc..
so while all of these are not cola drinks there are times when the parent company insists that the cast for the upcoming commercial has not done any competitive brands like in the above example. Coca-Cola sometimes insists that the cast should not have done any of the Pepsi brands and vice versa. For some of the brands the rules are a bit relaxed and the 'Actor not acted in Competitive Brand' does not mean all the brands like if an actor has acted for the water / soda brand like Aquafina / Kinley they may be excused for the cola brand... All this depends on the rules given out by the client at the time of briefing. Competitive brands are sometimes also generalised like health drinks could also sometimes be counted as competition in the above case.

Also what role does the actor play in the competitive commercial is important, if they are the lead or just part of a crowd, basically how clearly was the face seen and remembered and when was the film released. How long back did the competitive commercial stop airing. If it was a while back like 2 years or so it does not get considered.

It is in the best interest of all that the actor at the audition truthfully says which competitors they have worked for, and even better if the casting director knows if the actor was involved in a competitive ad and make sure that is declared. The best way is to get each actor to sign a undertaking at the audition that they have not been involved in the mentioned brands and for the time when that commercial was made.

All in all it is important that the casting director gets briefed clearly on which Brands the actors should have not done, and if done then how long back and he in turn, makes the actor sign an undertaking of the same.

For answer to the previous question see
Casting Brief Q7: Contract

Read on for the next question
Question 9: Individual character brief?

or go back to Casting Brief page to read the other questions.

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