You’re in Good Company

Marie Kelly

ACTRA performers bring their A-game to every commercial production they work on. In our “time is money” industry, professional performances that only ACTRA members can deliver are undeniably invaluable to any production.

Not only does their skill, training, professionalism, energy, and dedication to the craft translate on screen – ACTRA performers have a gift. They have the extraordinary and intrinsic ability to: memorize lines; bring characters to life; and think on their feet while ad-libbing with everyone around them. The industry uses this gift to create world-class, award-winning commercials.

Before a performer actually lands a roll and clocks-in on set, a big part of their work takes place during the audition process — on their own time and their own dime.

In fact, due to the very nature of commercial work, ACTRA members are in constant ‘audition mode,’ often working at the industry’s beck and call: receiving and memorizing scripts with little time before an audition; setting aside family responsibilities and personal commitments; getting themselves to in-person auditions; setting up virtual audition rooms or putting themselves on tape.

ACTRA performers deliver maximum screen impact in minimum time.

When the time comes for the commercial director to call “action!” on set, ACTRA performers deliver maximum screen impact in minimum time. And sales spike for advertisers. 

For decades, advertisers and advertising agencies have respected and valued the work ACTRA members deliver for their clients.

But this past year, the Institute of Canadian Agencies (ICA) and its advertising agency members made the unconscionable decision to attack ACTRA members — the most loyal, dedicated, and precarious workers in the commercial industry.

Thinking they can bully ACTRA members into submission, the ICA is seeking to strip away the ability for commercial performers to make a living and plan for their futures. Their strategy seems to be more about breaking our union than it is about working with our professional performers to create high-quality commercials for their advertising partners.

Today we stand on the shoulders of those who were once forced to work long hours for as little as $15 a day.

This backward thinking reminds me of our roots and the early struggles of our union when, in the 1940s, radio performers took on a commercial industry that was paying “a dollar a holler.” Today we stand on the shoulders of those who were once forced to work long hours for as little as $15 a day. ACTRA’s founding members fought very hard to ensure every member who steps onto an ACTRA set is safe and compensated fairly. And, in 2007, our members took up the fight again by going on strike in our film and television sector for the first time in our union’s history. ACTRA won – securing ground-breaking digital media provisions in the Independent Production Agreement (IPA).

These were fights we chose to take on because we had to. We did not choose today’s fight with the ICA.

What the ICA doesn’t know is that ACTRA has faced bullies before, and we know our strength lies in sticking together. As valued and respected industry stakeholders, ACTRA advocates for fair pay, safety, diversity and basic minimum standards for everyone. But when someone tries to rip away the minimum protections we have as workers, we will fight – fight hard – and fight together.

Advertisers want commercials that get results – through performances that ACTRA members deliver.

In this spirit, I thank Eleanor Noble, National President and Chair of the National Commercial Agreement (NCA), and our National Council for leading the charge for fair, safe, and respectful working conditions free of harassment in all its forms. I also thank and respectfully acknowledge members of our NCA Negotiating Committee. No matter what was thrown at them over the last year, our team acted professionally and strategically and stood strong.

Thanks also to our members who turned out in record numbers for an overwhelming vote of support for ACTRA and our one-year renewal agreement with the Association of Canadian Advertisers (ACA).

We have many friends, including talent agents and managers, across the country who are standing with us. We have a partner with the ACA, who represents Canada’s principal advertisers – major companies, brands, most large banks and governments. The ACA recognizes the value ACTRA performers bring to commercials and wants to continue working with ACTRA’s top talent to build their brands.

ACTRA members bring quality and stability to the commercial sector.
– Maurice Dean Wint

Canada’s best and most memorable commercials have featured ACTRA performers for almost 60 years. Our union is 79 years old and, today, we are 28,000 members strong. Our time is now to ensure commercial sets in Canada remain ACTRA sets for decades to come.

That’s why You’re in Good Company with ACTRA.

In solidarity,
ACTRA National Executive Director
Marie Kelly