You might have assumed singing the praises of Diet Coke was as far as Top Chef host Tom Colicchio was willing to go with his celebrity endorsements. However, a new viral video subtly promoting HBO’s vampire drama True Blood has popped up online in which the well-known chef shows viewers how to create a blood-like drink as a meal substitute to be used when dining with “vampire friends.”

For some reason the ad seems to work, and we’re thinking it’s mostly because they pretty much play it entirely straight. Still, we’re really hoping Colicchio will take a bit of time off before his next endorsement because the only host who is allowed to shill anything and everything is Guy Fieri, and that’s only because no amount of selling out can possibly make him a bigger douche.

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