Oh dear. All of the cringe. All of it.
We are almost lost for words, but we'll try to carry on. Paul Galvin has just launched a new fashion line with Dunnes Stores called Vanguard and with it comes this ad, which is...ah look, you'll just need to see it for yourself to understand.
It features the former Kerry footballer himself, along with some other really, really good looking people, with a voice over of someone reciting The Soldier's Song.
It's all so... earnest.
Maybe he's being ironic? You can only hope.
