"Baywatch" actor David Hasselhoff was widely lusted after in the 80s, but thieves have taken it to the next level by stealing 550 life-size cutout ads of the actor.
Only 20 out of the original 570 Hoffs remain at Cumberland Farms convenience stores located in New England and Florida, The Associated Press reported.
The ads, part of the store’s advertising campaign, display the buff "Baywatch" star wearing a tank top while hawking iced coffee.
The 60-year-old actor said he was rather amused by the pilfering.
"I think it's fantastic and I encourage everybody out there to go get more. The first thing I thought of was that I was in trouble and then I thought, 'Oh good they’re not accusing me of stealing, they’re accusing people of stealing me,'" Hasselhoff told WHDH-TV, NBC’s Boston affiliate.
He added, "It's cool and it kind of humbles me that people are still following David Hasselhoff after all these years."
Kate Ngo, a brand strategist for Cumberland Farms told the AP the company was "flattered by the attention."
But she added, "This particular campaign is probably a higher rate of theft than anything we've ever seen."
Hasselhoff is best known for his lead roles on the popular series, “Knight Rider” and “Baywatch.” He was a judge on "America's Got Talent" for four years before becoming a judge on “Britain’s Got Talent” in 2011.