SOMERVILLE, Mass. (CNN) – A Cumberland Farms ad campaign is so hot that the promotional materials featuring ‘The Hoff’ are being stolen from stores.

David Hasselhoff has played a lifeguard, driven a talking car, and now he works for Cumberland Farms.

His face is everywhere trying to tempt you to buy a refreshing iced coffee. But coffee isn’t the hot item here — it’s the ads themselves, with his picture on them and they’re being stolen from stores all over New England.

“One of my friends whose nickname at school is Hasselhoff so we saw this sign and my roommate took it for him. It’s in her house right now when we got back to school it will be in my friend’s room,” said one woman.

The signs are so popular, they have stores keep a close eye on them so they don’t walk out the door.

“I’ve never had anyone steal any but it doesn’t surprise me,” said Cumberland Farms employee Esther Francke.

One store in Braintree hasn’t had any stolen yet but that doesn’t mean people don’t want get their hands on the Hoff.

“It’s crazy. They keep offering. They come in — we probably get customers probably every night asking to buy the Hasselhoff poster,” Francke adds.

“I don’t know, man. I don’t know. It’s just like Germany. The Hasselhoff thing is really hot I guess. I don’t know,” said Greg Mandel, a Cumberland Farms customer.

Cumberland Farms said in a statement to WHDH-TV, “Although we are flattered our customers have become attached to our iced coffee ads, we do not encourage theft. The Hoff is there for all to enjoy.”

They also said they don’t know how many ads have been stolen but they keep getting calls from stores for replacements.

In Somerville, they’re just waiting for the Hoff to take off.

“It ain’t gonna last by the night, but it’s still there!”

Hasselhoff celebrated his 60th birthday on Tuesday.