Flaming Lips frontman Wayne Coyne has really been getting his pitchman reps in lately. First, there was the Hyundai Super Bowl commercial. And now he’s the focal point of a trippy-as-fuck Virgin Mobile ad, which feels like maybe the billionth example of Richard Branson attempting to convince his kids that he’s cool. Watch it below, and consider the implausible chain of events that led Wayne Coyne from the ’80s DIY psych-rock underground to “weird guy in commercials.”

This might be a good time to point out that the Flaming Lips’ new album The Terror is out 4/1 on Bella Union/Warner Bros.