“Mad Men” star Jon Hamm is crossing over from playing an ad man in the AMC drama to starring as the new commercial voice of Mercedes-Benz USA, reports The New York Times.

The first ad featuring his voice will make its debut on local ABC stations during Sunday’s Academy Awards broadcast.

Hamm, whose contract is for three years, replaces another actor, Richard Thomas, who is best known for playing John-Boy on “The Waltons.”