Super Bowl: Stephen Colbert Enlists Tom Hanks, Sam Elliott for an Ad Supporting a Local Bookstore in North Carolina

Stephen Colbert gave a big boost to one locally owned small business Sunday night.

During a special post-Super Bowl edition of CBS’ The Late Show, he spotlighted one lucky small business in an ad that featured the voice of Sam Elliott and the endorsement of Tom Hanks.

“Big companies aren’t the ones that need our support the most right now,” Colbert said by way of introducing the ad. “It’s small businesses that have been hurt the most in this pandemic. Of course a small business could never afford the millions of dollars it would cost to produce and run an ad on CBS tonight, which is why we here at The Late Show have decided to just pick one and just give it to them.”

The lucky business to get this “very real, high-octane Super Sunday ad”? Foggy Pine Books in Boone, North Carolina, where “every book is an adventure waiting to happen,” Elliott intoned in the ad.

He also noted that the store now offers a drive-through window “so you can pretend you’re buying fast food. Mmm, that’s a good book.” (The store really does offer such a service.)

Elliott then introduced Hanks as a “satisfied customer.”

“Foggy Pine Books has the best selection in all of Boone. They have books on all of my interests, such as World War II, and also books about the events from 1939-45,” said the actor, poking fun at the number of movies and shows he’s produced and starred in related to that period of history.

Watch the ad below.