Have you seen the new 'In My Nature' commercial for Cabela's featuring Luke Byran in a 30 minute commercial?Cabela's — the hunting/fishing/outdoor gear outfitter — features Bryan decked out in camo, shooting arrows and methodically preparing to go on a hunt. Bryan, who struck a partnership deal with the brand, will be a spokesman for the national chain. In the commercial Bryan talks about being an outdoor enthusiast and avid hunter. He approaches his love for the great outdoors the way he prepares for his concerts and shows.

The point is that he’s an outdoorsman as much as he is a performer and an entertainer.

Granted, it’s a half-minute ad, but it’s also a side of the singer we don’t see too often. That’s because he treats things like the hunt with a laser-like focus.

See the commercial.