You, personally have been chosen to read this commercial. You get to bring it to life, to give your all for the client. Because as one producer who worked for me noted: “you become an employee of that business or company while you read the commercial”, given your performance for them has a bearing on their prosperity you should be compelled to do your very best.
You have the ability to reshape a script to something you are proud of.
On the flip side things that get in the way of the reader:
- Too few or too many words
- Words that just make no sense in the order they are written
- Really bad grammar ( the english language is odd at times )
The list can go on as we get more in depth for the read.
The other one for me is when I am selected to read a commercial, they pick me from my demo reel. “Barry (or Crash) please read my commercial” but which style do they want, as you can hear from my demo reel there is a variation there. The jockey or the bloke carrying the jockey.
Reading commercials, it’s my 30 seconds. Love making them too but that’s another story