Jim Harbaugh’s sideline tantrums are must-see TV.

Whether he’s throwing his play sheet, slamming his headset, getting in the face of an official or all of the above, Harbaugh would certainly be in the running for “world’s loudest football coach.”

That’s what Planters dubbed the Michigan coach in its new commercial. In the middle of a mall, Planters placed an oversized can of peanuts that had a decibel meter. The louder one yells for peanuts, the more they get.

Harbaugh tested it out, and threw his hat down in the process:

Add this to the ever-growing list of endorsements for Harbaugh. Expect many future references from him about downing peanuts with an ice cold glass of milk.