ON THE SPOT:
ACTRA performers who bring big brands to life

Heather Allin

When we decided to run away and join the circus, little did we know some of us would find a niche in telling extremely short stories. They’re often hilarious, educational and occasionally profound or sad. Making commercials is great practice, good money and a lot of fun.

I’ve been fortunate to work with smart, talented professionals in front of and behind the cameras. We’re proud of the work we have done together. It’s an under recognized art form and one, when done well, people remember for years.

Only another actor can tell you about the “spit bucket” you have to request when eating 45 cookies, 20 chicken legs or 30 hamburgers to get all the coverage; or how smelly you get after 12 hours of climbing stairs in a wool coat; or how folks will avoid you when you agree to illuminate ignorance by being one of the characters who is – it’s all part of the fun.

It’s an under recognized art form and one, when done well, people remember for years.

ACTRA was born from radio announcers standing up and demanding, “a dollar, a holler,” 80 years ago. Historically, our ad industry has been mostly white and told family-oriented stories based on ‘traditional values’ with roles that were heterosexual and cis-gender. This only recently shifted with #MeToo and the horrific death of George Floyd. It’s unconscionable it took such suffering to reflect reality. Though we have a long way to go before truly reflecting the world in which we live – it is changing.

Only another actor tells you about the “spit bucket” you have to request when eating 45 cookies, 20 chicken legs or 30 hamburgers…”

I can still sing, “When you eat your smarties do you eat the red ones last?”

During my childhood, commercials were an influential part of growing up. I can still sing, “When you eat your smarties, do you eat the red ones last?” starring ACTRA member Jack Creley. When I remind myself to be a bigger person, I sometimes hear the Cracker Jack ad, “What did you learn in school today?… Sharing.”

My friends frequently yell, “Start the carrr!”

I cried watching “Jane’s Story” and the ALS “Head & Shoulders” PSA;  laughed out loud with Staples’ “It’s the most wonderful Time of the Year”; was uplifted seeing Andrew Moodie in the Tim Hortons ad “Welcome to Canada” and the ensemble cast in IKEA’s “Coming Home”; and giggled at the hair on Miriam Carvell in the Ontario government’s “The Future is Electric”. And my friends frequently yell, “Start the carrr!”

I felt community having characters come back to us with imp-like moments such as Linda Kash as the Philly Cream Cheese Angel.

I felt community having characters come back to us with imp-like moments such as Linda Kash as the Philly Cream Cheese Angel or Paul Constable as Canadian Tire’s Gary; and excited when I recognized voice performances by members like Martin Roach in Ford commercials and Tracey Hoyt in Toyota and Enbridge commercials.

Our work lifts the product off the page, stops you in your tracks to watch, listen, and engage. I asked these three questions to the following performers: What was your favourite commercial you shot and why?; What are your favourite commercials of all time and why?; Share one of your hardest – but perhaps most rewarding – creative experiences as a commercial actor?

I get to work with great people and make something that makes people laugh – it’s a blast!

I could watch Lisa Horner forever saying, “start the carrr!“

Naomi Sniekus: I was lucky to work a bunch with funny directors who saw the value in spontaneity and play. Working with Ric Cantor, Tim Hamilton, and with James Howarth in BMO’s “Worry doll” was a ton of fun! I could watch Lisa Horner forever saying, “start the carrr!” The talent of being THAT funny in THAT short of time – is genius! Other than shooting a hamburger commercial where I had to eat the bun over-and-over again until it didn’t even feel like food (it felt like plastic coating the roof of my mouth!). I truly didn’t have any “hard times.” I get to work with great people and make something that makes people laugh – it’s a blast!

I had played a boom operator so flawlessly some of the crew mistook me as the actual sound guy (haha!). But after a few takes I realized how physically hard that job really is.

Scott Farley: The Knock, Knock! Subway commercial spots I was in were a blast. In this one I am featured with the amazing Dina Pino. In another, I was the frozen delivery guy playing opposite the hilarious Stacey McGunnigle. In that one, makeup added little icicles to my eyebrows – it was so cool! For years, my family and I talked about The Miracle Food commercial featuring Anand Rajaram as the Broccoli Guy! Another ICONIC commercial is of course IKEA’s “Start the car!” Lisa Horner delivers comedy gold. A fun VO role I’m proud of is an LG OLED radio spot. In a AAA commercial, I had played a boom operator so flawlessly (#humble), some of the crew mistook me as the actual sound guy (haha!). But after a few takes, I realized how physically hard that production job really is. Mad respect. Shout out to the amazing crews we have on our sets in Canada!

I utilized a goofy facial trick I had learned when I was small – it was an instant hit.

Jamaal Grant: A Trident commercial in 2008 was my first time being the “hero.” It made me an immediate favourite and an easy callback for future commercials as the casting director (Powerhouse, etc.) realized I could do commercial work effectively. In it, I utilized a goofy facial trick I had learned when I was small – it was an instant hit. Family and friends who saw me on TV realized I wasn’t wasting my time as an actor. In the 2017 McDonald’s commercial “Is it still a Big Mac?” I made it through multiple stages of auditions. For all BIPOC members, it was a real achievement to be chosen over several other experienced and talented Caucasian actors. Around that time, I was contemplating leaving the industry, but that experience had been so uplifting, the popularity of the commercial so big and it led to me getting several other TV and film jobs, which changed my decision. The RBC commercials were my first time being contracted to an exclusivity deal with my work stretching across multiple years. After a gauntlet of auditions and nine final participants, my talented co-star, Amy Groening, and I were chosen. It’s the first time I’ve done a commercial that has a linking storyline.

It’s an honour and a privilege to contribute to the telling of these stories.

Teneisha Collins: I enjoyed working on a series of Aeroplan spots in English and French when I got to 100 per cent play myself – as myself. As the host, I helped Aeroplan get accustomed to the “new” Aeroplan. While in school, I had worked for Aeroplan – the coincidental booking was a fun surprise alignment. I can’t count the number of times I’ve exclaimed, “Start the car!” when I got a deal that feels too good to be true. And a Spanish commercial, J&B Whiskey about trans acceptance had me in tears. An elderly man sneaks his wife’s lipstick – secretly applies it – then wipes it off in frustration as he didn’t apply it very well. It looks like he’s exploring his identity. When his grandchild (Alvaro, 26) arrives for Christmas dinner, the grandfather invites them to the bathroom where he puts his makeup application skills to use. When they re-emerge at dinner, the grandchild is re-introduced as Ana, 26. I urge you to watch – and grab your tissues. It’s a work of art. It’s an honour and a privilege to contribute to the telling of these stories.

My favourite spots are the ones that use humor to turn a pre-existing narrative on its side.

Zandara Kennedy: A commercial for KIA, where I drove an SUV up a ski hill, was an amazing experience because one of my favourite things to do at work is to perform something for which I would be arrested in any other context. My favourite spots are the ones that use humour to turn a pre-existing narrative on its side. As a stunt performer, one of my favourite samples of my work can be seen in Rexona “stunt city” where we follow a man on his commute to work in a city where everything by every person is done by performing stunts. The amount and level of the stunts, combined with the utter casual attitude with which they are performed, gets me every time. My role tends to be a physical performance and/or planning the stunts. Most of my struggles are purely physical in nature – like when I spent half a day suspended awkwardly on my side in a real astronaut space suit for a Superbowl commercial. That was physically very difficult – but also an amazing opportunity for me to get to wear that space suit!

Selling product is a whole other ball of wax! You really have to understand what they’re looking for and get it done in a short period of time.

Lisa Horner: I have literally shot about two commercials and one of them was the IKEA spot “Start the Car,” so I’ll say that was my favourite! My husband Matthew Olver had one (of many) great spots where he had to dance and kind of slap his butt as the song ‘Hot Blooded’ was playing. The Diet Pepsi commercial tag line was: “I want my old jeans back” – and Jacklyn Francis with this immense hair-do, was required to cry her eyes out for the entire spot. She was incredible! Selling product is a whole other ball of wax! You really have to understand what they’re looking for and get it done in a short period of time. The IKEA spot was challenging work for me because I was young and very new to it all. I felt so nervous. But how fun when it took off. I had no idea they were going to do what they did with it!

Fun fact: “Start the Car!” is now officially in the Urban Dictionary.

Heather Allin is a working actor in film, television and commercials. Her memorable roles include: Reporter in Welcome to Mooseport; Mother in Chubby; Mother in Small Town Murder Songs; Barbara (Babs) in Let Him Be, and Wife in the ASL PSA, Head & Shoulders.