He is Jimmy Rane, the CEO and founder for Great Southern Wood Preserving, which makes YellaWood. http://www.greatsouthernwood.com/aboutUs/
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The YellaWood Guy is a character from a series of commercials for YellaWood pressure-treated pine products. He is portrayed as a Southern lumberjack who is proud of the durability and quality of YellaWood products.