When beverage brand Bubly first enlisted big band singer Michael Bublé to advertise, it captured the hearts and minds of viewers across the nation. The original segment, which aired for the Super Bowl in 2019, shows Bublé arguing with grocery workers about the true pronunciation of the sugar-free sparkling water beverage. His take on the controversy may or may not be colored by the pronunciation of his own iconic name.

We even see a despondent Bublé editing the soda name with a Sharpie to match his own.

But it didn’t stop there. Later, we saw a segment where Bublé vandalized billboards in order to give the brand its proper spelling.

He has no shame.

In 2021, the Bublé-Bubly team is back with a palpable charm. In his latest spot with the brand, Bublé showcases the sustainable SodaStream machine.

Stay effervescent, Bublé!