• by David Goetzl  @dgoetzl, July 5, 2013

Time Warner Cable considers Super Bowl-winning coach Bill Cowher is such a compelling personality he’s starring in a new spot without a sports theme. Cowher joins the cast of “Hot in Cleveland” in an ad promoting the cable operator’s version of TV Everywhere.

The cast of the TV Land hit is stranded in an airport poking fun at one another when one wishes she could catch up on … “Hot In Cleveland.” Then, Cowher appears with an iPad touting TWC’s app, which allows viewing anytime, anywhere.

The spot is running in markets with TWC service. An accompanying promotion includes a sweepstakes with the opportunity to win a walk-on role on the show.

In April, TWC began using Cowher in a multi-spot, sports-oriented campaign. One spot has him appearing with New York Giants receiver Victor Cruz, golfer Ian Poulter and NASCAR driver Kasey Kahne.

At the time, TWC top marketer Jeffrey A. Hirsch stated that the former Pittsburgh coach is “well-positioned to be the personification of how Time Warner Cable operates.”

TWC said Cowher would make appearances on its behalf and be part of social-media initiatives.

Cowher’s matter-of-fact role in the “Hot In Cleveland” contrasts with his usual vociferous coaching persona seen in other ads .