I’m sure at some point or another you’ve thought about it… You’ve had that car forever, you use that product, you had to hire an attorney, they should use YOU on a commercial! Well that’s exactly what happened to me. Sort of! It’s a great story. Proof that just about anything can happen!
Let me set the stage… Now that Growing Bolder is airing every day on the national network RLTV, some pretty good sized, national companies are starting to discover what a great and unique resource the show is for connecting with people, especially aged 40 to 65, one of the toughest groups to build credibility with. One such company is Xenna, which develops innovative foot care products.
I know, you’re kind of figuring I’d be in one of those sexy beer commercials, but allow me to press on!
Xenna’s CEO, Carol Buck flew in to do an interview. Her backstory is compelling. In the 1970s she was one of only three women to push the glass ceiling up to the Brand Manager level at General Foods. She was a rising superstar, but she was also a mom. When the balancing act between work and family became too difficult she resigned to raise her children who have grown into incredibly creative, ambitious and passionate adults. At that point, Carol once again had some time on her hands. And I was about to benefit!
But first, what got her going again was… her frizzy hair! It was driving her crazy. She couldn’t understand why some people are afflicted with it and some aren’t. Did I mention that Carol can be pretty relentless? She began studying the main component of hair, keratin. She researched, hypothesized and even experimented. She came up with her own remedy without using any chemicals. Then she realized something else. Keratin is what your nails and even your skin are comprised of. She realized keratin could help solve many problems. Maybe she should start a company, she thought and Xenna was born.
Are you still with me? Hang on, because this is good stuff!
She knew she’d have to build Xenna herself, from the bottom up. So, she started with feet! Her first product was Nonyx. If you have yellow toenails this stuff is gold. It works! The second product was Callex. If you have dry, cracked heels, this will solve that problem. And this is where I come in.
For years now I’ve volunteered my time as a youth hockey coach. I spend my days in the hot, sweaty Florida sun and in the evenings I cram my feet into my skates and jump onto the ice. That can be tough on your tootsies and yes, over time, my heels became dry and cracked. I did nothing about it, because I am a man (more on this in a minute)! My wife finally tired of hearing me complain and came home one day with a jar of Callex. So I gave it a try expecting nothing, and to my surprise the darn stuff started to work right away! Before long, the difference was so dramatic that I wasn’t the only ones who noticed. Even the guys in the locker room started calling me Baby Feet! This was about a year ago. These days I just use it every once in a while.
When Carol came down for her interview, I really hadn’t put two-and-two together as far as me actually being a satisfied customer because, as my wife reminds me, I’m a man! After the interview we were all chatting and my partner, Marc Middleton mentioned to her that I actually use the product. What? Oh, yes! I guess I do!!! I told her how the guys in the locker room call me Baby Feet Bill, and explained how nice it was to find a product these days that actually works! Well, a bell went off in her head. Most of the advertising for Callex was aimed at women. Why not create something aimed at men? And who better to use in the commercial than an actual user?
Carol flew into action, which I’ve learned is how she rolls! She quickly partnered with the esteemed executive producer of Center City Film and Video, Ron Laskodi. They called to ask if I was available to fly up to Philadelphia for a shoot. They’d even rented out a very cool ice rink for the location. Are you kidding me? Before I even had time to let it all sink in I was on my way to the City of Brotherly Love!
That’s when the nerves started to kick in. Could I do it? Would I let them down?
Take a look! Let me know what you think! I really hope it helps get the word out about a company that exists for the right reasons and products that actually work. But hey, I’m in a national commercial!!! How cool is that???