Watch out, Skittles. NFL star Marshawn Lynch may have a new favorite snack.

That’s because Lynch is making his third appearance in an ad for a Frito-Lay brand since September.

This time around, the product in question is Lay’s Kettle Cooked Extra. According to a Lay’s spokesperson, the new chips have more flavor—and more crunch. Coincidentally, the new ad also features the tagline “Get lost in the crunch.”

In the ads, Lynch is happily enjoying the jalapeño version of Lay’s Kettle Cooked chips when his agent, Doug, calls with a new proposal. The chips are so crunchy, however, Lynch doesn’t properly hear what Doug is saying—or realize what he is agreeing to until it’s too late. 

The spots “show how anyone can ‘get lost in the crunch’ of [Lynch’s] favorite chip,” said a spokesperson.

Read more at AdWeek:

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