By Chris Reidy, Globe Staff

David Hasselhoff, who achieved rerun immortality of sorts for his roles in such TV shows as Knight Rider and Baywatch, will be cast in the demanding role of himself in a new TV ad from Cumberland Farms, the Framingham-based chain of convenience stores said.

Developed by Boston advertising agency Full Contact, the campaign builds on the two surprises of Cumberland Farms Farmhouse Blend that consumers can get a great cup of coffee at a convenience store, and that the coffee is 99 cents for any size, any time, the chain said in a press release.

In one TV ad, Hasselhoff is so impressed by his Cumberland Farms iced coffee that he declares it to be, Hofftastic!

Hofftastic indeed. This may not be the first time that Hasselhoff has appeared as himself. According to Wikipedia, the ageless pretty boy played the same role in The Spongebob Squarepants Movie.

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Hollywood’s David Hasselhoff will pitch iced coffee for Cumberland Farms