CRACKING THE CODE
Learn the secrets to deciphering ad copy.
You already know the bad news. Commercial copy often seems silly, phony or illogical, and the handy tips that most books or acting coaches offer don’t seem to work in all situations. To make matters worse, the people directing you in commercial auditions can be more confusing than helpful.
Now for the good news.
There is a logic to commercial copy, and to making correct acting choices. It’s just that no one seems to understand what it is, or how to teach it in a way that makes sense to actors. Until now.
Former radio DJ, voice actor and advertising creative John McKinney will share his insights on breaking down commercial copy from the ad agency’s point of view. With his years of experience on both sides of the mic, John will share his secrets to understanding ad copy with mind blowing clarity, allowing the actor to make bold choices rather than tentative guesses. Actors will test their newfound knowledge in the booth, further strengthening their decision making skills and their confidence. For any actor who ever wondered, “what the heck do I do with this copy?” this is one class you don’t want to miss.
ABOUT YOUR INSTRUCTOR:
John McKinney began life as a radio DJ where he worked at various rock stations throughout the Northeast both on the air and as a producer of commercials and promos. He later migrated from the airwaves to a twenty-year career as a copywriter for several major New York ad agencies (Kenyon & Eckhardt, Grey, LCF&L, Gotham, to name a few) where he not only won some prestigious awards for his TV and radio campaigns but also took an active role in the hiring of actors for many national campaigns. All the while, John still kept a hand in
voice acting, voicing TV and radio spots for General Foods, Verizon and other megabrands.
Today, this unique and diverse range of experience serves John well in his current capacity as Casting Director at Pomann Sound where he has cast voiceovers for Heineken, Verizon, Burger King, Comcast and countless other brands. He also coaches actors privately, working mainly with top level talent.
When not casting commercials, John spends his time pursuing his other calling as a playwright. His stage plays have earned over thirty productions worldwide, five publishing contracts and two NYIT Award nominations, including one for Best Original Script in 2013. John often discovers new talent for his commercial casting through his theater connections, and vice versa.
Two solo booth sessions must be completed.
This class is intended for intermediate to advanced voiceover actors. You will be removed from the RSVP or Waitlist if you do not meet instructor criteria.