Danone Canada’s Silk is the latest brand to turn to P.K. Subban for an assist, announcing the retired NHL star as its new “plantbassador” in a campaign developed by Toronto agency Mint.

Danone Canada’s director of marketing Fiona O’Brien said that as a believer in embracing a more plant-based diet, Subban made an “ideal partner” to promote its products. “With P.K.’s help, we want to encourage Canadians to become a ‘plantbassador’ themselves and see just how easy and delicious it can be,” she said.

A pair of spots introduce Subban as Silk’s new spokesperson. The first spot shows him making a smoothie with Silk’s flagship almond milk when he’s surprised by Montreal Canadiens P.A. announcer Michael Lacroix introducing him as the brand’s new plantbassador—”like an ambassador, but for plants.”

A second spot featuring the brand’s oat milk (see both below) shows Subban explaining his “plantbassardor” role to his brother Jordan. Both spots end with Subban informing viewers “Your turn now.”

The charismatic Subban, who retired from the NHL in September after a 13-year career, has been a popular figure among Canadian advertisers in recent years.

He most recently starred alongside another recently retired NHL star, Joe Thornton, in a Super Bowl ad for Apple, and was the face of Scotiabank’s “Hockey For All” brand platform when debuted in 2021. He has also previously appeared in ads for tire brand Bridgestone, Boston Pizza, and Nike Sports.

Oh, and there were also appearances for the barbecue brands Weber and Napoleon referencing the famous trade that sent him to the Nashville Predators in exchange for fellow NHL all-star Shea Weber. Probably safe to say that neither brand would employ a “plantbassador,” but, well, Subban always was known as a good two-way player.

Other agency partners included Carl Social Club and Wavemaker for media.