TV's most famous oil baron Larry Hagman is snubbing black gold in favour of a "cheaper and cleaner" energy source - he's promoting the virtues of investing in solar panels.
The Dallas star, who played ruthless tycoon J.R. Ewing in the hit U.S. show, is fronting a new campaign for German power company SolarWorld.
Filmed at his eco-friendly home in Santa Barbara, California, Hagman walks away from a portrait of himself as Ewing and into his garden to show off his impressive solar panels - which he famously fitted in 2003, making him the owner of America's largest residential sun-powered system.
In the advert, he says, "In the past it was always about the oil. The oil was flowing and so was the money. But I'm still in the energy business. There's always a better alternative."
The veteran actor admits he was prompted to film the 30-second promo following the BP oil spill in the Gulf of Mexico.
He tells the New York Times, "With all that oil gushing away in the Gulf I figured it was time to call for a new direction in where we're getting our energy.
"Since Sarah Palin is saying 'Drill, baby, drill' I'm saying 'Shine, baby, shine'. It's a lot cheaper and cleaner."
If you really have the time and inclination to go back and watch 77 episodes...