After England embarrassed themselves on the international stage once again on Monday night, falling 2-1 to minnows Iceland, the last thing anyone expected to see was more of the players that so spectacularly let their country down.
But that's exactly what we got. Just hours after England crashed out of Euro 2016, Nike aired their new advert that stars disgraced goalkeeper Joe Hart.
The Manchester City shot-stopper had a poor tournament in France and was to blame for mishandling Gareth Bale's free kick against Wales in the group stage, as well as being at fault for Iceland's winner on Monday.
SUBMIT AN ARTICLE
Apply to become a GMS writer by signing up and submitting a 250 word test article: http://gms.to/haveyoursay5
He failed to stop Sigthorsson's shot with a weak hand, and could only watch like the rest of us as the ball trickled over the goal line.
So the timing of Nike's advert - which depicts Hart in his England tracksuit discussing how he mentally prepares himself for the biggest of games - might be the worst ever.
The advert carries on with the Englishman reminiscing about how he once stopped the greatest attacking force in the world, Barcelona, before ending with Hart saying "the only person who can beat me, is me."
Aside from Hart himself, it appears after Monday that there are at least 11 other players that can beat him, all from the same small nation of Iceland.
The timing, of course, is very unfortunate, but it's unlikely to stop footballers appearing in more adverts. The Manchester City keeper has also been in a number of Head & Shoulders adverts, one of which aired at halftime on Monday night.
Perhaps next time then, Nike should hold off airing their new commercials for at least a couple of days, at least until we all start to forget the horrors that happened on the pitch.