Rob Thielke, president and the colorful face of Vern Fonk Insurance, has died. He was 50.

Thielke passed away Sunday after a hard fought battle with cancer, the company confirmed.

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Rob Thielke Vern Fonk Insurance 5

Thielke joined Vern Fonk Insurance, a company specializing in high-risk auto insurance started in Seattle, in 1989. Thielke rose to President of the company in 2013, but is best known for creating the company’s TV commercials, in which he often starred. His off-the-wall ideas and interesting parodies help make the TV spots some of the most recognizable in the area. “In addition to his steadfast leadership, Rob enjoyed dreaming up ideas for TV commercials even before he had hired a production company,” Chief Operating Officer at Vern Fonk and long-time friend Craig Rexroat said. h/t q13fox

Thielke is survived by his wife, children, mother sister and brother.