If you ever watched Dallas, you know J.R.

Played by actor Larry Hagman, the cut-throat Texas oilman played a central role in the series, appearing in all 357 episodes. Now, it seems this former petroleum pusher is ready to reveal a greener side.

Hagman is now the voice and face of SolarWorld, a German solar-panel maker with plants in the U.S. His new slogan, “shine, baby, shine,” says it all:

Hagman has long been an advocate of renewable energy. The former actor serves on the board of the Solar Electric Light Fund (SELF), a non-profit organization that sponsors solar projects in developing countries. As payment for the spot, SolarWorld will donate 100 kilowatts (kW) worth of solar panels to the non-profit, which will go toward a clean power installation at several medical clinics in Haiti.

Hagman, for hit part, seems to walk the walk: he has installed what he says is the largest residential solar energy system in the United States at his home just north of Los Angeles.