Jason Sudeikis loves Taco Bell so much, he stars in its new ads. Did you see them?

Jason Sudeikis, who grew up in Overland Park, is one of the biggest fans of Kansas basketball, even though he has joked that he “wasn’t good enough” to play there.

So how appropriate that his new ad campaign for Taco Bell debuted Thursday and one commercial was shown during KU’s first-round March Madness game against Samford University. KU (barely) won.

The campaign introduces Taco Bell’s new Cantina Chicken menu and challenges people to enjoy Taco Bell any time of day, not just for midnight runs.

In a 30-second spot, Sudeikis confronts an X user who tweeted that “Taco Bell only really hits after midnight.”

The man’s name is Howie, and surprise, he’s not an actor. He’s a real Taco Bell customer, according to Adweek trade publication.

Sudeikis catches Howie chowing down on Taco Bell in the middle of the afternoon and the “Ted Lasso” star prods him into agreeing that, contrary to his tweet, the urge doesn’t only hit after midnight.

Howie is enjoying a new Cantina chicken crispy taco spiced up with the new avocado verde salsa.

The campaign’s tagline: “Not just late night.”

In another spot, Sudeikis reads even more tweets.

“Getting Taco Bell during the daytime feels unethical.”

“Eating Taco Bell while the sun is out is a cry for help.”

“You want to know my ultimate daytime Taco Bell hack? Go to any Taco Bell at 2 o’clock in the afternoon and order something, anything, off the Cantina chicken menu,” he says in the commercial.

“When did Jason Sudeikis become a Taco Bell ad promoter?” X user @krisellevllamas tweeted Thursday. “He should be locked up in Hannah Waddingham’s basement writing Ted Lasso season 4.” (Waddingham starred with Sudeikis on the show’s three seasons. (Who knows if a fourth or even a spinoff will ever happen?)

Sudeikis’ favorite Taco Bell is in Johnson County

Who else thinks Sudeikis requested free tacos or burritos as part of his pay? His love of Taco Bell — and of one Johnson County location in particular — is as well known as his allegiance to KU. He’s talked about it in many an interview.

“I genuinely love Taco Bell,” he said in a TikTok last summer promoting an interview with Harper’s Bazaar.

He hyped one particular Taco Bell in Overland Park, though he didn’t identify it.

“I believe there are levels of Taco Bells,” he told the magazine. “Suburban Taco Bell, my hometown of Overland Park, Kansas, there’s a Taco bell there that’s fantastic. I don’t know why, how they do it different. The soft shells are always soft.”

When Harper’s Bazaar published the interview and a video last March, Taco Bell returned the affection, tweeting at Sudeikis: “We genuinely love you too.”

Awwwww.

Sudeikis has told The Star in previous interviews that when he was attending Fort Scott Community College he would drive 30 minutes just to grab a Taco Bell chalupa.

Then in 2014 he told David Letterman in a “Late Show” interview that he went to Taco Bell after then-fiancee Olivia Wilde’s water broke, and she told him he had time to “go ahead and go get some food” before their first child arrived.

He had two chicken soft tacos and a Pepsi the night their son Otis was born.

Taco Bell’s new chicken menu

The new Cantina Chicken menu items include the Soft Taco, Crispy Taco, Burrito,Quesadilla and Bowl.

Chicken is a main focus for Taco Bell this year.

In a press release Liz Matthews, global chief food innovation officer, called the new menu “a labor of love” that created a new slow-roasted chicken recipe using “supporting ingredients to maximize craveability.”

“We knew our fans wanted more chicken, and we also knew that we could elevate chicken with unexpected ingredients like purple cabbage and Avocado Verde Salsa.”

Taco Bell Rewards Members get a free taco through the app until April 4.

Score.