If you watched any NFL games over the weekend, then you probably caught the latest Wrangler Unlimited commercial. We watched parts of 3 different games (are the Bears for real?) and saw the commercial multiple times during each game.
The commercial starts with the image of an Red Tailed Hawk (thanks klkinzel!) flying high overhead looking down at what appears to be a bug. As the bird makes its dive for the kill, we realize that it's actually a Wrangler Unlimited carrying a kayak. The payoff comes when we see a view of the Wrangler from ground level and the bird slamming into the top of it and disintegrating in a puff of smoke and feathers. Twice.