BOSTON, Mass. (KTLA) -- Boston-area stores can barely keep their newest coffee ads in stock, but it's not the cup of joe that's creating a frenzy.

Cumberland Farms recently rolled out a campaign for its refreshing iced coffee, tempting customers with a larger-than-life David Hasselhoff.

Cut-out ads have been placed at all of their 570 locations in New England and Florida -- but they're so popular that people are trying to walk out of the store with them.

Since the ads began, Cumberland Farms has reported nearly 600 Hasselhoffs have gone missing.

The company says they are flattered that their customers have become attached to their aids, but they don't encourage theft.

Hasselhoff, 60, is most famous for his roles in the television series "Knight Rider" and "Baywatch."