Bob Roll sighting! In a TV advert that's pure brie

We happened to be rereading Bob Roll's 2003 literary coups de grace, Bobke II. Bob is one of our favorite characters in all of cycling, and a world champion drinker of bourbon. (That's why he gets to wear the WC colors, doncha know.)

Anyway, just like we enjoy reading how our friends pad out their resumes, we enjoy reading author bios in the Velo Press list. Bob is described thus:

Bob Roll is a man of many pursuits: former Tour de France racer and mountain bike competitor; training partner of Lance Armstrong during his comeback from cancer; columnist in VeloNews; television commentator, interviewer, and writer for the OPutdoor Life Network; and a sometime coach, TV commercial star, bit part movie actor, storyteller, and inspirational speaker.

That part about being a TV commercial star? We though it referred to his classic and bizarre ads for Trek during the TDF that ran -- incredibly -- at the same time he was an on-air commentator. But it turns out our man Bob is totally working the Borscht Belt too! Perhaps his contract with OLN broke down over the whole "Versus" name change, a crass commercial move that surely sent Bob hunting for the 101 proof Wild Turkey. And six months later, he woke up in a Colorado bike store commercial! (Hey, a guy has to bridge up to the Spring Classics somehow.)