In 1955, Tom Carvel began to record his own radio commercials. An unsubstantiated anecdote relates that he was driving in New York City, and heard a commercial for a new Carvel's store which did not mention the new store's location. Convinced he could do better, he drove to the radio station and did the next commercial himself. True or not, from 1955 onwards, Carvel recorded nearly all of the chain's advertising, eventually maintaining an in-house production studio at the headquarters offices, and becoming something of a regional celebrity.