There’s no escaping the Flavor Flav renaissance, and who would even want to?

Didn’t catch the Paris Olympics? He was everywhere, rolling out his five-year sponsorship of USA water polo and serving as on-scene hype man for the teams, paying rent for struggling track and field athletes, celebrating iconic performances and, later, offering gymnast Jordan Chiles a giant bronze clock necklace to make up for her controversial loss.

Along with Snoop Dogg and Pommel Horse Guy, the former Public Enemy gangsta rapper was one of the most charming personalities at the entire sports extravaganza.

And he’s not stopping, with a bid already put in to be a torch bearer for the 2028 Olympics in Los Angeles and a new ad campaign with Smartfood Popcorn that taps into his trademark flamboyance and “yeah booyyyeeee!” catch phrase.

As on the nose as it may be, Flavor Flav is now the relentlessly upbeat “Flavor Genie” for the better-for-you brand, part of the PepsiCo empire that’s reintroducing its lineup of five air-popped flavors.

He was perfectly suited for the gig because “I’m all about spreading positive vibes and bringing my signature flavor everywhere I go,” Flavor Flav said in a statement.

The 30-second fantastical spot comes from agency David&Goliath with the tagline “Flavor you can feel good about.” Flavor Flav—in pint-sized form, materializing from a puff of flavor molecules—drops some snacking wisdom on a bicyclist and gifts her with a stylish dog modeled in his own image. That’s just the kind of magic he spreads.

The reality TV star and self-proclaimed “girl dad” has been seeding the campaign on social media by wearing a tweaked version of his famous giant clock necklace. It’s been re-imagined in the shape of an oversized popcorn kernel.

For purposes of the campaign, the bling is called a Pop Clock, and consumers can win it via a contest that kicks off Sept. 16.

The video for the top-selling popcorn brand will air on various online platforms, adding to Flavor Flav’s spokesman duties that this summer included a Red Lobster campaign.