Luke Bryan’s Jockey commercial is turning heads, and it’s easy to see why.

Aired during the ACM Awards, the hilarious commercial features thecountry stardiscussing underwear with his real-life wifeCaroline.

All seems well enough, but the commercial getswaymore detailed than expected.

Luke Bryan on the red carpet

Once Bryan sees the thong, he tells his wife it must be a “prank.”

Her flinging the underwear at him.

#acmawards," not all viewers were on board with the ad.

Luke Bryan playing guitar in concert