I bet you didn’t realize how much you needed to see this today. But you do. You do. Cole Spouse, the undeniably gorgeous breakout star of the CW’s Riverdale, eats a burger. Strike that. He MAKES LOVE to his burger. With his mouth. You’ll feel slightly dirty after watching it, slightly ashamed at the feelings that well up in your loins, but WHAT AN EXPERIENCE.

Why is the inimitable Mr Sprouse doing this, you ask? It’s a marketing ploy, I believe. From Netflix. Riverdale is about to become available to steam on Netflix, so he signed up to seductively eat a hamburger to promote it. Because that’s how you gotta promote things in this day and age.

Also, if you notice, Jughead (the character he plays) doesn’t eat hamburgers on the show, like does in the comic books. So, this is his chance to show off his burger-vacuuming prowess.

Watch below.

This precious, burger-loving angel will be coming to Netflix in 3 days. #Riverdale pic.twitter.com/uLFAL6IsWv

— Netflix US (@netflix) May 15, 2017

JugBurger 💋🍔❤️ pic.twitter.com/yaHtjHcL4j

— Netflix US (@netflix) May 15, 2017

The internet is absolute rhapsodic over Cole’s burger-loving video.

Watching @colesprouse eat that burger makes me feel things that I don’t understand.

— Abigal (@OceanicRobot) May 16, 2017

That video of @colesprouse eating a burger really is it for me. I’ve peaked as an individual now. It’s downhill from here.

— icek8 (@katie_what) May 16, 2017

@colesprouse @michelledeidre OMG!!!!…Who can compete to be more fucking sexy than Cole eating a burger??????… NO ONE. 😜🔥💞 pic.twitter.com/2fnOVi9UED

— María Spain 🌼 (@am_Chach) May 15, 2017

@colesprouse @michelledeidre I got the same fb post. No shame in your kink game my dude

— Ellie C (@SongBirdE108) May 15, 2017

@colesprouse @michelledeidre I’m aroused. That burger was sexy.

— Rob J. (@36Link) May 15, 2017

@colesprouse @RobRacosHair @michelledeidre I love u Daddy

— Tal 🥀 / 61 days (@TalBlur) May 15, 2017