Blake Shelton has been sacked.

Gildan Activewear rolled out a new advertising campaign this week that does not feature Blake, who has been Gildan’s underwear spokesman since 2015.

The ad agency that created the new campaign, O’Keefe Reinhard & Paul, inherited Blake as a spokesman when they came aboard in 2016. The new campaign is pushing the slogan “Not Your Dad’s Underwear,” and will feature spots on television, radio, online and Tinder.

Check out Gildan’s new Blake-free commercial below, which features a couple of “dads” sporting a pair of old-school undies.