At the annual Country Jam USA in Eau Claire, Wis., the songs sound sweeter and the beer runs colder, as its promoters like to say. And Russell Nicolet’s face is everywhere.
Concertgoers encountered Nicolet’s cartoony avatar — wavy beard, bald head, mirrored sunglasses — on billboards all over town. His mug watched over the festival’s entrance gate and hovered above the stage. At the swag tent for Nicolet Law, his Hudson-based personal-injury firm, it was on beer cozies, bottle openers, sweat towels and stickers. And, most recklessly, temporary tattoos.
Few are the lawyers whose faces grace tattoos. And at the festival, the actual Russell Nicolet (pronounced nik-oh-lay), dressed in boots and a trucker hat, seemed humbled by the popularity of the tats — and perhaps a bit chagrined. He hadn’t anticipated the risk of releasing his face into the alcohol-soaked crush: uninhibited fans who flashed skin and asked Nicolet to guess where they’d hidden the tat.
“I’m like, ‘Whoa! I believe you,’ ” Nicolet said. “I totally appreciate the support, but you don’t have to show me!’
The kombucha-swilling, wakeboarding father of five sees enough of his face. It’s propagated on hundreds of billboards across Wisconsin, Minnesota and beyond, rivaling the wide-armed reach of Twin Cities real estate agent Kris Lindahl.
In Nicolet’s many billboards and promotional videos, his bearded, flannel-clad, man-of-the-people brand stands out. Especially in a profession that’s steeped in status, shrouded in complexity and stereotyped for its sharks and shysters. “We’re Midwest folks who happen to be legal professionals,” Nicolet often says, in his nasal Wis-caan-sin accent.
Many founders who serve as their company’s “face” go through life as the loudest voice in a room (pillow pitchman Mike Lindell and auto dealer Denny Hecker among them). But Nicolet’s ego comes off as more tempered.
Consider Nicolet Law’s recent Super Bowl commercial, in which two workers are installing a cartoon-head billboard when the man himself busts through the vinyl. Nicolet quickly apologizes to the workers, thanks them, offers to clean up, and compliments one guy’s appearance: “Nice beard!”