Could this Richard Sherman advert for Beats by Dre have been any better timed?
I mean, the Seattle Seahawks corner is THE most talked about player in the NFL right now. Go ahead, check Google Trends, Sherman was searched for over 5 million times in the United States on Monday.
That was in the aftermath of his crazed rant at Michael Crabtree following his game-winning play to send the Seahawks to the Super Bowl.
That led to various talking heads, Twitter trolls and game analysts laying into Sherman, branding him a "thug" among other even more unsavoury things.
And what do you know, Beats by Dre just happen to release an ad in which the cornerback addresses those very same critics.
Perfect timing. Coincidence? Or maybe just rushed out to capitalise on Sunday's night dramatic game.
Whatever the reason, it's a pretty darn good piece of advertising.
And for all you Richard Sherman haters, just remember he is the BEST in the game. Period.
Check out the advert above.