This lion really wants to be the star of his own commercial

World Lion Day is coming up on Sunday, and Tau the lion’s apparently pretty excited about its arrival. 

On location with South African “Lion Whisperer” Kevin Richardson to film a promotional segment about the shrinking habitats of big cats, the 17-year-old lion apparently got excited enough to interrupt the spot completely—hijacking what’s meant to be a serious message about the dangers of human expansion throughout Africa.

It’s so hard to get a word in edgewise among lions.

Richardson eventually got his point across after putting Tau in another spot. 

Photo via The Lion Whisperer/YouTube