When I was a kid, I had a radio the size of a toolbox with two dials on it: Volume dial and station dial. I heard Shane Company commercials so often, I'd memorized the announcer read. I can still recite it today:
"The Shane Company. Fourth Floor, Bayview Federal Building, 2121 South El Camino, Just South of 92 in San Mateo. Open Thursday nights till eight, Saturday and Sunday till five."
As a copywriter at Wunderman, I worked with (then for) a guy named Jon Dietrich who had the unfortunate job at one point, of writing Shane Company radio spots. He tried to make them funny - rejected. He tried to make Tom Shane the 10 second announcer read at the end - no go. He tried to get Tom to make fun of himself a little - forget it kid.
So it delights me today to hear a radio spot for the Shane Company that has a woman's voice as the announcer. She says, "He's Dull, But he's brilliant."
Even if it did take 30 years, just a little smidge of self-awareness is just so refreshing. Shane Co. now has 22 stores in 12 states.
QUOTE OF THE DAY:
Self-awareness: It's a bitch.