Commercial appeal

When Virginia Credit Union decided to produce television commercials featuring its members, among the stars who rose to the top in tryouts was Henrico resident Ronald Lanier.

Although he has long been active in the music ministry at Cedar Street Baptist Church, Lanier tends toward the sidelines and considers himself somewhat shy.

As director of the Virginia Department of the Deaf and Hard of Hearing (VDDHH), he keeps a low profile as well, helping to coordinate statewide services for the hearing-impaired.

But when the call went out from VACU for members to strut their stuff at an audition, Lanier couldn’t pass it up. “I fit the criteria, and the rehearsals fit my own schedule,” he recalls.

What’s more, Lanier just plain loves to sing.

“Singing has been a part of me,” he says, “from way back.”

Lanier (pictured) showed up at the studio audition fully prepared to sing the National Anthem – a number he is comfortable with after opening a baseball game at The Diamond. But he expected only to sing, having read that dancing was an optional part of tryouts.

After hearing him sing a few lines, however, the judges asked him to dance.

“That I was not prepared for,” he says. “So I put on an embarrassing display of the Electric Slide!”

Henrico residents featured
More than 80 VACU members tried out for the commercial, according to Glenn Birch, director of public and media relations at VACU. The tryouts were held “American-Idol-style,” with local celebrities as judges. “Everyone had fun,” Birch says, “even the people who didn’t make it [into the commercial].”

One dozen members participated in the first commercial that began airing in March, and another dozen (including Lanier) starred in the second commercial that launched this month.

Among other participants with Henrico connections are Stacy Barnett, who teaches English at Highland Springs H.S., and Robbie Cunningham, an Eastern Henrico resident and self-employed jazz musician; both joined Lanier in the second commercial. Justin Morris of Glen Allen, a long-time member of the gospel group The Soulsters, was in the first commercial.

Now that the 30-second spot has been seen locally, Lanier says he is constantly recognized and asked for his autograph.

While the fame and the positive feedback have been rewarding, Lanier says the highlight of the experience was a conversation he had with VACU Vice President of Marketing Deb Wreden, about the importance of providing closed captioning for the commercial.

“She was quick to assure me that it would be done,” says Lanier, “as they had not even thought of it before.” 

Captions for the grandkids
A native of Roanoke, Lanier was hit by a car as a child, and doctors discovered soon afterwards that he had suffered a hearing loss.

Between the hearing impairment and his shyness, it took some time for Lanier’s musical talents to come to light.

But, he says now, he always felt that he had something to offer vocally. In his senior year of high school he finally “took the big step” and joined the choir; before long, he was singing the occasional solo.

After moving to Richmond to attend Virginia Commonwealth University, he became a Henrico resident in the late 1970s, and has been a VACU member for 25 years.

Birch says that upon meeting Lanier, he was impressed not only by his efforts to advocate for closed captioning, but also by his commitment to “helping those with hearing difficulties navigate a culture that assumes everyone can hear.”

What’s more, says Birch, Lanier’s commitment to this goal extends beyond his professional interests to a family and personal level. Lanier and his wife adopted a deaf child, now 31; and their son has two children of his own, who are also deaf.

Lanier points out that lobbying for closed captioning does not just benefit those who are deaf and hard of hearing; it also makes sense from the advertiser standpoint.

“Seriously,” he says, “when television programs and commercials are captioned, you invite even more customers into the mix.”

But Lanier readily admits that captioning the VACU commercial benefits him personally as well, by allowing hearing-impaired family members to better appreciate the ad.

“I especially wanted my two grandkids,” he says, “to know what their grandfather is singing and dancing about!”

To view the VACU commercials, visit http://youtube.com/watch?v=sxv9WSKRCUY and http://youtube.com/VACreditUnion; or visit the Virginia Credit Union page on Facebook for photos and clips from the ads.
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Business in brief


For the ninth year in a row, Puritan Cleaners is conducting a one-day-only community program that offers everyone in Richmond a free cleaning of one pair of pants. The event, called Free Pants Wednesday, will be held on Wednesday, Aug. 2. The offer is good at all 13 Puritan locations throughout the greater Richmond area with no strings attached. There are no minimums or other stipulations (other than suede and leather pants are excluded). This year, Puritan has partnered with the Richmond SPCA to help raise awareness for the Free Pants Wednesday program while also raising awareness for homeless kittens awaiting adoption at the Richmond SPCA’s humane center. The two organizations collaborated on a short movie which can be viewed at http://www.puritancleaners.com/community/free-pants-wednesday. This video is the latest in the light-hearted, low-budget, and intentionally campy videos associated with the Free Pants Wednesday program. Previous versions have featured racing at Richmond Raceway, ex-VCU basketball coach Shaka Smart, Todd “Parney” Parnell and the Flying Squirrels, and Bill Bevins and Shelly Perkins of Easy 100.9. > Read more.

Henrico Business Bulletin Board

July 2017
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Claire Lynch will perform at 8 p.m. at The Tin Pan, 8982 Quioccasin Rd. Lynch is a three-time IBMA Female Vocalist of the Year, a 2014 IBMA Song of the Year winner and Grammy nominee. Her latest album, the Grammy-nominated “North By South,” is a collection of tracks paying homage to some of her favorite Canadian songwriters, interpreting songs from “greats above the Great Lakes” like Gordon Lightfoot and Ron Sexsmith and infusing them with her signature acoustic treatment. Doors open at 6 p.m. Tickets are $22 in advance and $27 at the door. For details, call 447-8189 or visit http://www.tinpanrva.com. Full text

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