: It’s looking more like Craig Robinson‘s “quitting comedy” bit is actually part of a new marketing campaign. Go here for more.

Craig Robinson might be leaving comedy for good.

In a recent video post on Instagram, “The Office” actor revealed that he is giving up comedy to focus on “something bigger.” In the caption of the post, he wrote, “Life update: I’m officially quitting comedy to focus on my true calling. Stay tuned. I’m working on something huge.”

“Hey, everybody! Just wanted you to hear it from me: I am quitting comedy,” Robinson said in the video. “But not for nothing. It’s been an amazing run, and y’all have been amazing and wonderful, but I’m following something bigger. So, thank you so much, I love you and stay tuned.”

However, it seems likely that Robinson’s claims are part of a stunt of some kind. In addition to his cheery social media announcements, billboards have popped up in Los Angeles that read “Craig Robinson Is Quitting Comedy” — a potential indicator that there’s a brand deal responsible for the news to build up hype around an upcoming ad campaign.

Robinson teased what his next venture might be in a follow-up post, asking for advice about how to start a small business. He wrote in the caption, “Turns out having a dream and building a business with your friends are two VERY different things. I can’t go into detail just yet, but for real though any help would be huge.”

Robinson broke out playing warehouse foreman Darryl Philbin across 118 episodes of “The Office.” Some of his other notable TV credits include “The Cleveland Show,” “American Dad,” “Mr. Robot,” “What We Do in the Shadows,” “Brooklyn Nine-Nine,” “Killing It” and “Big Mouth.”

On the film side, Robinson has appeared in “Hot Tub Time Machine,” “This Is the End,” “Sausage Party,” “Dolemite Is My Name” and “The Bad Guys.”

Robinson still has a few projects on the horizon before stepping away from comedy. He will soon appear in the Netflix animated adventure “In Your Dreams” and “The Bad Guys 2.”