St. Louis Rams rookie running back Todd Gurley is in the midst of a pretty great rookie season. He’s played in five games this season and rushed for 575 yards, a league-leading 115 rushing yards per game.

So, it’s not entirely surprising that the folks over at Jolly Rancher have made sure to capitalize on Gurley’s success with a new commercial centered around Gurley’s rookie status and the hazing rituals that often come with that.

The Jolly Rancher endorsement isn’t a random one either. Apparently, Gurley really does love the fruit-flavored candy a lot:

Gurley’s preference is Jolly Rancher. Earlier this year, Gurley tweeted that Jolly Rancher Bites are his “addiction.”

[Hersheys]