Hello, is it beer you're looking for?
Although the footage doesn't make its debut for several weeks, here's a sneak peek at American crooner Lionel Richie as you've never seen him before - hanging out in a fridge.
Almost 30 years after he romantically pursued a blind art student around college in the original video for his No.1 hit single Hello, Richie is back performing the classic in a quirky beer commercial showcasing Lion's new draught beer dispenser for the home, Tap King.
Fairfax Media can reveal that Richie had his own bizarre "hello" moment while shooting the ad in LA earlier this year.
One of his co-stars in the original 1984 video, Wayne Ward, arrived on set to be used as Richie's "hand double" for the latest production.
"We had no idea of the connection. It was just a complete coincidence," a Lion spokesman said.
"Lionel did a double-take and remembered him straight away. They thought it was bizarre that the song had somehow paired them together again three decades later."
A week on from its official product launch, Tap King is already the subject of much debate - and resentment - among hoteliers because it gives punters yet another reason to stay at home when they fancy a drink.
The 60-second clip was the brainchild of the BMF ad agency and shows a man peering into the fridge, only to find Richie at the back, playing a white piano, then pouring a beer and passing it out.
Lion is rumoured to have splashed out more than $1.5 million to secure Richie and his signature song.
- Sydney Morning Herald