This is an article from the Rockford Register Star about the Raynor garage door video we produced:
Dixon-based Raynor rock in tribute video ad to garage bands
You’d think Ian Zander is a young Rick Nielsen, with guitar in hand, baseball cap bill turned upward, dumbfounded look and general jumping-around-ness.
Zander, son of Cheap Trick lead singer Robin Zander, plays Nielsen, also of the Rockford-based band, in a new video created to market Dixon-based Raynor Garage Doors.
The bangin’ music of The Pimps fills the audio while Zander and several 20-somethings act like big-name musicians rockin’ out in a garage.
The video aims to capture the excitement of raw and simple music created by bands with young and amateurish members who got their start in garages, mostly in the 1960s.
The tagline: “Behind every great American garage band is a great American garage door. Making great American garage doors since 1944.” At the end, the Raynor logo appears on a garage door. Watch the video here.
“It’s a whimsical approach to tie in the broad appeal of rock and roll,” said Peter Elsenbach, director of marketing for Raynor. “It has an edgier feel,” he said, compared with other videos produced by garage door makers that are instructional in nature.
The minute-long video will be trimmed in the next six months to 15- to 30-second spots. Raynor’s 800 distributors across the nation can place those on cable TV and their social media outlets, Elsenbach said.
Raynor makes mostly steel residential, commercial and industrial garage doors. It employs about 400 people, most in Dixon, and operates a distributorship, Raynor Door Authority, in Loves Park. Elsenbach estimates Raynor’s competitors at about a dozen.
Lonnie Iske of Vixen Productions, who plays Robin Zander in the video, produced the Raynor: Great American Garage Doors piece.
Mike Bunjan, owner of Bunj Killer Creative of Byron, came up with the idea and led its execution. He is a drummer, who has played with several local rock bands.
The aim of video is to “get the brand out there,” Elsenbach said. “You don’t see many players in the market targeting consumers,” he said.
But consumers — even more aware these days that garages represent 30 percent of a home’s curb appeal — are demanding more in terms of the way their garages look, he said. Raynor is responding partly by creating more colors for the doors, Elsenbach said.
“You might not need a garage door next week, but in the next 10 to 20 years, you will.”
Georgette Braun: 815-987-1331; firstname.lastname@example.org;@GeorgetteBraun