Lipa Schmeltzer, pictured, is the new face of Pepsi. Photo: Facebook.

Orthodox singer and entertainer Lipa Schmeltzer is starring in a new Pepsi Max commercial for the company’s campaign in Israel.

The commercial begins with a bunch of Jewish men eating at a restaurant, when Schmeltzer walks in and tries to decide what to order. An employee at the obviously Israeli eatery offers him a variety of foods, but the entertainer in the end decides on a bottle of Pepsi. Everyone in the restaurant then joins him, drinking Pepsi Max and dancing to Schmeltzer’s music, which is playing in the background.

Schmeltzer, who lives in New York, said on Facebook that he is “honored” to be the new face of Pepsi’s Israel campaign.

Watch his commercial below.