You may have sen Anthony Sullivan hawking OxiClean but now the famous pitchman is trying to sell something else — The "Lens". 

That's right, the former Billy Mays business partner is a fan of Michael Maltzan Architecture's "Lens" design, which is slated to replace the existing St. Petersburg Pier. 

Sullivan confirmed his support of the "Lens" in an interview with the Tampa Bay Times and on Twitter. 

"This is more than the Pier. This is about the St. Petersburg waterfront and I think the Lens has a wow factor. ... I think we are so privileged that we have something architecturally significant in St. Petersburg," he said.

On Oct. 21, Sullivan created a Facebook page promoting the "Lens," called "WOW Our Waterfront St. Pete." 

The page, created on Oct. 21, had 175 "Likes" as of noon Tuesday.  

This page is an open forum, dedicated to the promotion, completion, and enjoyment of the visionary, award winning "Lens" waterfront project for the City of St. Petersburg, Florida, and all the families that will enjoy it.

An organized group already has an opposition page on Facebook. The group "Stop the Lens" officially launched a petition drive earlier this month to halt Maltzan's design, and has 72 "Likes."

WOW Our Waterfront St. Pete also has a Twitter account to go along with Sullivan's, who has been promoting the "Lens" with tweets such as "Make Lens not War."

He was also tweeting the show, 'Deadliest Catch.' "This is @sullyontv asking you to follow @WOWstpete. The Lens will be best place to fish after tough month on the Bering sea."

People opposed to the new design greeted Sullivan’s page negatively.

• "OxiClean that..........Florida nature is what brings folks to St Pete, not a twisted metal wood and concrete mess invading our bay. if the Pier goes, we just want our beautiful bay back, not a monument to wayward politicians who trounced the rights of our vote guaranteed in the charter amendment for waterfront protection."
• "Actually you are getting your a** handed to you. Why not have a page towards a real solution like a vote? If you are so confident in this design then a vote should not scare you."
• "The people who like the page are actually people who dislike the idea of the lens."

Sullivan told the Times he was surprised by some of the negative response.

"I applaud the opposition," Sullivan said, though he was surprised by the "animosity."