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The latest streaming box, The Amazon FireTV, has been given a unique celebrity face to help draw in the customers and it is none other than Gary Busey. The Roku and Apple TV competitor had announced earlier that this advertisement would be a hit for them to win the streaming box wars that’s currently raging. It is questionable as to why, Gary Busey, of all people to be the face for Amazon Fire TV.

The commercial itself portraits Busey as a man who enjoys talking to inanimate objects, trying to get some sort of response. The advertisement itself shows the device built in voice search capabilities to help Busey find Gary Busey films.

The advertisement can be seen above, so click the video and watch Garey at his finest. And feel uncomfortable.