The country music star is watching sports when his wife Caroline brings him a box of things to try on for a Jockey photoshoot. Luke flirts with his wife as she unveils a couple of pairs of boxer briefs, but the tone goes from sexy to silly when a thong enters the mix.
"This is a prank is what that is," Luke says about his new "go-to" underwear. If you follow Caroline's social media presence, then you know that the couple's been waging a prank war on each other while stuck at home due to the COVID-19 (coronavirus) pandemic.
In playful retaliation, Caroline slingshots the skimpy thong at Luke's face.
"'Bout took my eye out with that dental floss," Luke says while laughing.
You can watch the hilarious new ad here.
In the past, Luke appeared in ads for Target, Cabela's and Chevrolet. As for the novelty of a country star advertising underwear, Blake Shelton did it first for Gildan.
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The new underwear commercial is the latest national exposure for a country singer already familiar to the mainstream as Katy Perry and Lionel Richie's American Idol co-star. The ABC series is slated to return in 2021.
Luke's fresh off the release of Born Here Live Here Die Here (Capitol Nashville). His new album includes the hits "One Margarita," "Knockin' Boots" and "What She Wants Tonight" plus sentimental favorite "Build Me a Daddy." It debuted atop Billboard's Hot Country Album chart.
On Sept. 16, Bryan will vie against Eric Church, Luke Combs, Thomas Rhett and Carrie Underwood for his third Academy of Country Music (ACM) Entertainer of the Year trophy. Bryan won the ACM's top prize in 2012 and 2014.