Iced Hoffee: See David Hasselhoff's Music Video for Convenience Store Java

The Baywatch and Knight Rider Star Shills for Cumberland Farms

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The star of "Baywatch" and "Knight Rider" -- and sometime German pop star -- is back this summer with a campaign to push convenience store iced coffee. Or as Cumberland Farms refers to it, "Iced Hoffee."

In a music video called "Thirsty for Love," Mr. Hasselhoff gleefully lends his talents to marketing joe sold by the 600-store convenience chain, which is concentrated around the New England area. The ad campaign is by Full Contact Advertising in Boston.

It's not his first time as a spokesman. Mr. Hasselhoff participated in an ad campaign for Cumberland Farms last summer too, which proved highly popular. But it wasn't the TV ads that consumers were after, it was the outdoor signage. Wrote the Boston Business Journal: "Cumby's had a rash of thefts at its stores, as fans pilfered sign after sign. Then pictures were circulated on social media, with the Hoff showing up in apartments, concert crowds, even wedding photos."

At 61 years old, Mr. Hasselhoff is keeping busy with a range of projects. Besides starring in ads and continuing his music career, he's doing a cameo in a movie called "Stretch" by director Joe Carnahan and is plotting the launch of a new Indonesian beach resort called "Hoff's Hideaway". There's also talk of a Knight Rider flick -- complete with talking car KITT-- finally making its way to the big screen.

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