In fairness to the star appeal of Shane, there is a good reason why "live fast, die young" has been such a successful mantra for famous people since the 60s - the ability of most people to keep a level head under extreme scrutiny for years and years and years despite temptations to do something out of character in the public's eyes is almost zero. There are a few people that manage to keep the fire burning without enormous controversy (ACDC comes to mind) but Shane has been under the spotlight for 20 years now. He was bound to do some stupid things. I think he's a prize twit but that's inevitable given how much latitude he is given and how much media exposure he faces. If you die young, you have much less opportunity to ruin your legacy.
What galls me is the decision to pony up with this twit despite poor decisionmaking on Shane's part. I hope the marketing department within TAC (they have one!) is firing the person who thought this partnership was a good idea. If the direction is "who cares, I'm more important to a bunch of sports fans" then they've succeeded admirably, but I believe the general thrust of safety campaigns was to let people know they are not God when it comes to the road or their health or their families. Shane is such a paragon of that kind of arrogance that everyone at the TAC should be ashamed to be associated.
You CAN predict these things.