SAN FRANCISCO (CBS SF) — San Francisco 49ers Hall of Famer Jerry Rice is catching a social media backlash over his appearance in a fried chicken commercial.

The 54-year-old Rice appears in a new ad for Popeyes Chicken wearing a football helmet with a chicken leg attached to the facemask, called the “Taste Mask.”

READ MORE: UPDATE: Alameda County Omicron Variant Outbreak Victims Attended Wisconsin Wedding Last Weekend

The satiric commercial features Rice using a number of fictional products for eating Popeyes chicken, such as a napkin shirt and a dipping sauce helmet.

But it is the fried chicken face mask that has Rice getting fried on Twitter.

READ MORE: Porsche Theft Suspect Arrested On Docked Cruise Ship; Three Illegal Bay Area Chop Shops Busted

It’s not the first time Twitter users have torched Rice. His tweet in August addressing the Colin Kaepernick’s national anthem stance angered some who felt he was dismissing the Black Lives Matter movement.

“All lives matter. So much going on in this world today. Can we all just get along! Colin, I respect your stance but don’t disrespect the Flag,” Rice tweeted in reference to Kaepernick’s protest of taking a knee during the national anthem. The protest, which the 49ers quarterback started during the pre-season, continued through the regular season.

MORE NEWS: One-In-Four Sonoma County Children Ages 5-To-11 Partially Vaccinated Against COVID

Carlos E. Castañeda is Senior Editor, News & Social Media for CBS San Francisco and a San Francisco native. You can follow him on Twitter or send him an email.