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SOMERVILLE, Mass. -- David Hasselhoff, star of "Knight Rider" and "Baywatch" television shows and former "America's Got Talent" judge, has enough star power that Cumberland Farms chose him to star in ads for its Farmhouse Blend iced coffee. But the ads are apparently enticing enough that stores all over New England have reported multiple thefts of in-store posters and signs featuring Hasselhoff, according to a WHDH.com report.
"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 Cumberland Farms customer.
The Framingham, Mass.-based convenience store chain said that it does not know how many ads have been stolen, but it continues to receive calls asking for replacements.
Some customers have attempted to acquire the Hasselhoff signs legally. "It's crazy. They keep offering. They come in -- we probably get customers probably every night asking to buy the Hasselhoff poster," said store employee Esther Francke.
Employees have had to keep a close watch over the signs to prevent their theft, according to the report.
"Although we are flattered our customers have become attached to our iced coffee ads, we do not encourage theft," stated Cumberland Farms. "The Hoff is there for all to enjoy."
The appeal of Hasselhoff's ads remains mystery to some. "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 customer Greg Mandel.