Jelly Roll is proving that real men can enjoy zero-sugar soda—in style. The country star teamed up with Zevia for a new commercial promoting their zero-sugar, zero-artificial ingredient soda, and let’s just say, his outfit is stealing the show.

In the ad, Jelly Roll rolls up to a rest stop in a red pickup truck, stepping out in an eye-catching ensemble: a white shirt under a blue cutoff flannel, light-wash Daisy Dukes, and black cowboy boots. As he makes his way toward a Zevia refrigerator, two young boys watch from across the street, completely in awe.

As Salt-N-Pepa’s Whatta Man plays in the background, one of the boys exclaims, “Jelly Roll in a Zevia commercial? This is huge.” He continues, “By choosing him as a spokesperson for their zero-sugar soda with zero artificial ingredients, Zevia is dismantling the notion that ‘real men’ cannot be conscious of what goes into their bodies. Mr. Roll, now, quite literally is the poster child for sweet authenticity.”

The ad ends with Jelly Roll turning to the camera, flashing his signature smile, and holding up a can of Creamy Root Beer Zevia—a moment of pure marketing genius.