Just when you thought Peter Andre couldn't possibly get any cheesier, he's only gone and added another slice of cheddar and possibly a large ball of mozzarella to his public persona with his latest venture - the Iceland TV ads.
In the 30 second clip, Peter - who was announced as the new face of the supermarket brand last month - gets to flex his (non-existent) acting chops as he pushes a trolley around an Iceland store, oblivious to the fawning actresses women falling at his feet.
Standard.
Peter, you see, is too distracted by the fact he can pick up a bag of double grade A peas (whatever they are) for 89p to notice the numerous women vying for his attention.
Same goes for cheesecake and pizza for 89p.
Look, he's so excited about it, he even shamelessly tweeted about it...
And THAT, dear readers, is why Peter goes to Iceland.