What does Red Alert 3 and David Hasselhoff have in common?

Well not much if you asked me a month ago but apparently David Hasselhoff is endorsing Red Alert 3 in adverts similar to infomercials. Yes, I know, sounds almost as crazy as the Red Alert series having Soviet attack bears and dolphins as naval units but check them out:

Also there's an Epic Launch trailer for Red Alert 3 that will keep you abreast of the background story: