So, OK … it’s not “Godfather II.” It’s not even “Weekend at Bernie’s II.” But that hasn’t lessened the excitement in Bohemia, where production is underway on Nicolock Paving Stones and Retaining Walls’ second-ever direct-response television commercial.
After the success of its first 60-second direct-response ad, which graced local airwaves last summer, Nicolock decided to produce a minute-long sequel for the 2010 backyard-barbecue season – and once again called on Slightly Mad to make it happen. Slightly Mad, of course, was only too happy to get its Spielberg on and produce the latest chapter in the Nicolock paving-stone saga.
“We’ve spent a lot of time getting good at website design, electronic newsletters and other forms of digital communications,” says Chris Graz. “But really, there’s nothing as fun and exciting as shooting a television commercial.”
Graz has been on-site most of this week, overseeing production inside the Bohemia studies of longtime Slightly Mad ally Pro Image Group. Among other production-related duties, Graz has helped Pro Image build separate “before” and “after” sets, showing a home with a dilapidated cement patio – and then the same home with a patio constructed of shiny new pavers made with Nicolock’s exclusive Paver-Shield technology.
Building the sets has given Graz hands-on experience with Paver-Shield and really reaffirmed the Nicolock difference. “You really see what they mean, with the color going through the entire brick, instead of just a layer of color on top of a pale brick,” he says. “You can see why Nicolock’s pavers look new so much longer.”
This newest advertisement includes similar direct-response content as the original – free home-ideas catalogs, free home-design software and access to both easy financing and lists of qualified Nicolock installers, plus information on Nicolock’s lifetime warranty and exclusive installation rebates. But according to Graz, the new commercial is “more educational” than its predecessor, with characters (a contractor and two homeowners) discussing the Nicolock difference and also addressing the audience directly.
“It’s more of a before-and-after approach,” Graz says. “Along with the dialogue between the characters, this is a great way to show what makes Nicolock different.”
Graz, who made a cameo appearance in last year’s Nicolock spot (playing a satisfied homeowner), won’t be in this commercial, but he’ll be just as excited as everyone at Nicolock when it hits the airwaves. While the spot’s official media reach and release date are still being negotiated, expectations are the ad will start playing this spring on screens throughout New York, New Jersey, and Connecticut – the heart of Nicolock’s market.
In the meantime, keep an eye on our for behind-the-scenes videos from the shoot.
“It really is a kick, being on the set and producing quality work for a longtime client and friend,” Graz says. “All the digital and electronic services they provides are exciting and important to modern business, but sometimes, there’s no school like the old school.”