New York, July 17 (ANI): American actor Matthew McConaughey has done voice-overs for a number of new radio ads for the National Cattleman’’s Beef Association.

“You see those hickory smoke signals? That’’s a sure sign it’’s grilling season in the land of lean beef,” the New York Daily News quoted the 38-year-old star as saying in one ad.

Spokeswomen for NCBA say that it was a perfect choice to McConaughey for the ads.

“We are certain once consumers hear it, they will recognize the new voice for its endearing quality and it will reinforce their passion for beef and the protein body benefits it provides,” Meghan Pusey told the Daily News.

The campaign is not the only new development in the hunky actors life, for he has just become a father after his girlfriend Camilla Alves gave birth to a son, Levi, on July 8. (ANI)