References in Popular Culture
Tom Shane was depicted in an episode of South Park. The episode titled, “Guitar Queer-o” originally aired on November 7, 2007. He was portrayed at a party among notable local Colorado celebrities such as Jake Jabs from American Furniture Warehouse, and Jay Cutler, the former quarterback of the Denver Broncos.
Shane Co. is known for their radio advertisements. A typical radio advertisement will contain a marketing message and the often quoted culmination of the spot, the company’s tagline, “Now you have a friend in the diamond business.”
The company has aggressively defended the tagline. The tagline and Tom Shane's delivery has been the subject of humor; the Atlanta Business Chronicle noted "the ads have all the flash and flare of a public service announcement", remarking on his "relentlessly earnest tone". The San Francisco Chronicle remarked "for the past 35 years, Shane has bored radio listeners with his earnest, monotone delivery".
The company states the radio advertisements are the longest-running continuous campaign in the history of the medium of radio. The commercials were freshened up with the help of the Grey Global Group advertising agency, who used the tagline "He might be dull, but he's brilliant" in 2006. The commercials remain a cornerstone of the company's advertising efforts to this day.
On July, 30, 2010 the production team known as TheGreenRiceBrady uploaded a music video to YouTube called “Colorado Girls." The song is a parody of the popular song “California Gurls,” by Katy Perry, it pays homage to many Colorado landmarks, and features of the region. The lyric “Tom Shane on the radio,” quickly followed by the company’s tagline, “Now you have a friend in the diamond business,” can be heard in the song at the 1:35 mark.
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