Andy Comer, the vice president of creative services at Tommy Bahama, was browsing sports news when he came across an ad that he had directed for the 2016 spring campaign.

It was a print ad that had appeared in GQ and Men’s Fitness in March, but he wasn’t looking at it as part of a magazine. He was looking at it on a story about the Cavaliers, who had adopted a new “mascot” that they were calling Lil’ Kev based on what they think is the Tommy Bahama model’s similarities to Cavaliers forward Kevin Love.

The Tommy Bahama print ad makes appearances across Richard Jefferson’s Snapchat (which everyone should follow) and has been a joke across the team. Jefferson even made an Instagram account for him earlier this week.

“It took me totally by surprise,” Comer said. “It was totally one of those sort of mind-blowing moments when this piece that you worked on is in the public eye in a way you could never imagine. It’s a print advertisement that has become this kind of digital phenomenon … it was shocking.”

https://www.instagram.com/p/BFfY-bjGUfA/?taken-by=officiallilkev

When you were casting the model [Will Chalker] were you like ‘man that guy looks like Kevin Love?’

Never crossed my mind. Not once. In fact, I actually don’t know if I agree he looks terribly like him. Maybe in that shot? My reasons for casting Will was down to the fact that I think he’s the perfect ambassador for our brand. He’s a super accomplished and super talented model — I think he’s one of the best male models of the generation. He’s a great guy, he’s relaxed, very human, very down-to-earth guy.

Have you spoken to Will about the Lil’ Kev phenomenon?

(Editor’s note: Chalker, through a Tommy Bahama spokesperson, declined an interview request from For The Win.)

My understanding is that he prefers to stay behind-the-scenes but I’ve definitely gotten the sense that he’s having fun with it as well. It’s an incredibly fun and very cool thing.

Not to put Will out of work, but would you consider casting Kevin Love in your next campaign?

Kevin Love’s always free to give me a call and chat about it. Kevin Love’s not only a phenomenal basketball player but I think he wears clothes very well. He’s a sharp-dressed guy. We do have a big and tall business, I think Kevin would be a great brand ambassador for that … but yeah we’d love to talk to Kevin.

Are you a basketball fan and if you so are you rooting for the Cavs?

I’m a huge basketball fan … I went to college near Cleveland, at Oberlin. Cleveland is a city that’s near and dear to my heart, I spent a lot of time there during my college years. I love the city and given everything that’s happened, I’m absolutely rooting for the Cavs.