Fairfield’s Lou Bolster appears in UScellular ad

FAIRFIELD – Fairfield residents might recognize a familiar face in UScellular ads appearing on television and on the internet.

Lou Bolster is a local contractor who moonlights as an actor, often appearing in theatrical productions like last weekend’s FACT musical ‘Oliver!’ Bolster has also acted in television advertisements, like early morning infomercials.

But his big break came earlier this year when he secured his first ever speaking role in a nationally syndicated advertisement for UScellular. In the ad, Bolster is seen lifting weights in a gym and talks about how he has been a UScellular customer for 27 years, which is actually true. Bolster says in the ad that UScellular asked him to talk about their special customer event “US Days.” He said he needed to get in shape, so the company sent him a “Hollywood trainer.”

“This guy is no joke,” Bolster says as he does a bench press.

The ad has now been viewed more than 1 million times on YouTube, and is being shown on major channels throughout the country. The ad premiered on May 30, and will continue to air nationally through June 26. Bolster said he’s enjoyed receiving so many nice words from friends and family who were pleasantly surprised to see him while they were watching a show.

UScellular has produced three versions of the ad, the longest at 30 seconds. To film it, Bolster was flown out to Los Angeles on Jan. 28 where he tried on three different sets of workout clothes to see which would look best for the ad.

The following day, Bolster reported to the set at 8 a.m. so he could “get into costume” for a photographer to take his picture to use in print ads and brochures. Bolster spent the entire afternoon and evening acting for the video ads. As the director is filming, the ad agency and UScellular’s creative team are watching the outtakes in real time just outside the set and offering feedback to the director.

Bolster said the first thing they rehearsed was the pacing of his delivery.

“They wanted me to time the line, and they’d say, ‘You’re 0.3 seconds too long,’” he said.

In Bolster’s scene with the bench press, a boom camera is hovering just over his head as he lifts the bar. Bolster said that, while the weights on the bar were plastic, the bar itself was a typical bench press bar. After performing one take after another, it turned into a genuine workout.

“My pecs were sore for three days,” Bolster said.

Bolster was able to land this role after submitting an audition tape to a casting agency. Bolster works with an agent in Des Moines named Steve Myers of The Peak Agency, who connects actors to companies who’d like to hire them for advertisements.

“I told him, I’m not interested in doing local small ad stuff,” Bolster said. “I’m interested in film work or bigger projects because, this time in my life, I’m not just taking anything that comes along.”

Bolster said that, even if an actor matches the desired demographic profile the company is looking for, they’ll submit an audition tape but it won’t go anywhere.

“Maybe you’re too tall, or your hair is the wrong color, or they don’t like the sound of your voice,” he said.

In Bolster’s case, he got a call back after his initial submission and was asked to audition for this UScellular ad that’s set in a weight room. Bolster said he took a chance by altering the original script, which called for him to reference his big gut, except that Bolster doesn’t have a big gut.

“I audibled it, and I said instead, ‘I’ve got to get in shape,’” Bolster said.

The gamble paid off, because the director liked Bolster’s audition.

“He said, ‘I love your energy,’ and ‘you’ve got great comedic timing,’” Bolster recalled.

Bolster’s ad can be viewed by visiting YouTube and searching for UScellular US Days.

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Call Andy Hallman at 641-575-0135 or email him at andy.hallman@southeastiowaunion.com

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