The Seattle Mariners are quite famous for their annual marketing initiatives. Mostly because these commercials are consistently excellent. This year’s batch are no exception, featuring the Larry Bernandez joint you see above.

As luck would have it, Larry Bernandez is now officially a thing.

Larry Bernandez fever is sweeping the Pacific Northwest. People now show up to Felix’s starts sporting Larry’s signature sideburns, the Mariners players themselves bought a boatload of Larry Bernandez shirts, the team is even giving away a Larry Bernandez bobblehead on August 28th!

As someone who came out strongly against the Jays cynical (my words) attempts to separate fans from their money, my enjoyment of something clever and fun catching on among fans cannot be expressed loud enough. Kudos to the Mariners for embracing a popular character in a fun and inventive way.