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Stephen Hawking, the renowned British particle physicist, died Wednesday at age 76 after living for decades with ALS. A scientist who explored the universe, he was also a prolific pitchman for brands and a popular culture icon in his own right, immortalized in shows like "The Simpsons."

With his synthesized voice and wheelchair, he was a distinctive choice for advertisers including Jaguar, Save the Children and Intel. His well-known sense of fun made him game to try new things.

In 2016, for example, Hawking starred in Jaguar's "British Villains" campaignshot by "The King's Speech" director Tom Hooperas an evil mastermind in an underground lair. The physicist posted the ad on his Facebook page with the message: "You all know me as Professor Stephen Hawking, the physicist wrestling with the great concepts of time and space. But there is another side to me that you may not know: Stephen Hawking the actor. I have always wanted to be in a movie playing the part of a typical British villain. And now, thanks to Jaguar my wish has come true."

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