Amaysim has hired David Hasselhoff as an ambassador, with the US actor changing his name to spruik the Optus 4G reseller.
On Friday morning Australian time, the Knight Rider and Baywatch star posted a video on social media to announce his new name "David Hoff", to the bemusement of his fans.
"Big news today and a massive relief for me. I hope everyone can understand… it feels great!" tweeted the actor nicknamed The Hoff.
Within the video, he said: "I've been wanting to drop the 'Hassel' from my life for years."
Australian mobile virtual network operator Amaysim later declared its interest in the marketing move, to apparently symbolise the simplification of its customers' lives.
"This is part of a broader campaign we're launching today to remind Aussies that taking at least one hassle out of your life can be as simple as changing your mobile phone plan," Amaysim chief commercial officer Andrew Balint said.
"We were buzzing at the thought of working with a global icon like The Hoff to have some fun while showing people how easy it is to make life a bit simpler."
Big news today and a massive relief for me. I hope everyone can understand… it feels great! https://t.co/X48SQzovEi— David Hoff (@DavidHasselhoff) November 12, 2015