Is that a bird? Is it a plane? It is not… Paulo Hollywood?!
The Great British Bake Off judge is living up to his surname and showing off buns of steel as he soars through the sky in footage that looks like something out of a Marvel blockbuster.
The 58-year-old star looks absolutely devastated and stronger than ever in a superhero costume that's sure to set moms' pulses racing across the country.
There's no word on what exactly his superhero name would be, but we can certainly all agree that his superpowers would have to be the handshake or that laser-like blue gaze, ready to take on his nemesis, The Soggy Bottom.
We digress – Paul was seen in the eye-catching blue and red costume, which seemed to be taking influence from iconic comic book heroes Iron Man, Superman and even John Cena's Peacemaker.
Unfortunately for film fans, the Bake Off star is currently filming scenes for his next Compare the Market advert, as he becomes the latest big name to join Meerkat Movies' campaign for some big screen romps.
He was seen in London as production begins, laughing as he appears on the side of what appears to be a house.
In other photos, he maintained an intense demeanor, sure to catch the attention of his many admirers or strike fear into the hearts of his enemies.
Paul even took a page out of Tom Cruise's book and showed that he's willing to do all of his own stunts while being hoisted up in a harness and flying down the street near some kind of warehouse.
In the background of some scenes, a director's chair was visible with Alexander Meerkat's name on it, so we know he will be the one to put Paul to the test.
If he ever needs help with his stunt work, we're sure Bake Off superfan and WWE Champion Sami Zayn would be happy to help.
Either way, we've seen enough to convince us that this could be the start of Paul, Prue Leith, Alison Hammond and Noel Fielding as a new version of the Avengers.
He's following in the footsteps of Hollywood megastars like Arnold Schwarzenegger, Nicole Kidman and Macaulay Culkin, who have all appeared in the ads.
According to reports, he thought the company's proposal was “funny and clever” and was therefore happy to put pen to paper on a deal, despite “rarely” lending his name to campaigns.
A source told The Sun: “But the meerkat adverts are really loved and he thought the way they were going to use him was funny and clever.
'And Paul is an international star worthy of an international campaign because Bake Off made him a famous face around the world.'
His surname is expected to be used as a pun to help promote the company's 2-4-1 cinema ticket offer – and after seeing his heroics, perhaps the key to the city will be next after his MBE.
Do you have a story?
If you have a story, video or photos of a celebrity, please contact Metro.co.uk entertainment team by emailing us celebtips@metro.co.uk, calling 020 3615 2145 or visiting our Submit Stuff page – we'd love to hear from you.
MORE: Great British Bake Off legend's four-word warning after taking psychedelic drug
MORE: Bake Off's Prue Leith reveals brutal death of her brother who 'begged to die'
MORE: Great British Bake Off winner forced to defend brownie prices after 'exploitation' accusation
