McKEES ROCKS, Pa. -- A funeral service for Billy Mays, who died suddenly in his home in Tampa on June 28, took place in his hometown of McKees Rocks on Friday.

Pallbearers left their suits at home and instead wore blue button-down shirts like the one Mays wore on television.

References to Mays’ trademark image were abundant at his funeral.

Friends and family members, as well as production crews and fellow pitchmen gathered at the funeral, many dressed in their Billy Mays blue.

“He brought it to another level…made us all proud to be pitchmen,” fellow pitchman Jerry Spanola said.

Camera crews from Mays’ new reality show taped Friday’s funeral. However, the focus wasn’t just on his fame. Friends of Mays said the only thing bigger than his voice was his heart.

“I didn't have two nickels to rub together. He gave me a hug and nobody was watching, no cameras. He put $300 in my hand and said, food money, that's the kind of guy Billy was,” said friend Jeremy Parker.

The camera crew that filmed Friday’s funeral was from Mays’ reality show, “Pitchmen.”

The crew said they are working hard to create a tribute to Mays before the show airs next week.