This is a short video of a Michigan bow fisherman almost catching a dead himself when an arrow ricochets off a log in the water and makes a beeline for his head. In his own words while I replay the video to see if you can hear the fish cheering:

“I have a small business and was making a video to promote my product. When I went to shoot my bowfishing arrow into a log to get it stuck, it bounced back and barely grazed my forehead and went right through my hair.”

So like, what product do you think he was trying to promote? Because my guess is the bow fishing body armor he clearly wasn’t wearing. Admittedly, an effective marketing strategy.

Keep going for the video, with slow motion edit following regular speed.