Although Red Robin's television spots for its Wolverine-themed burgers have been getting a lot of play, the winner of the award for best tie-in has to go to the ESPYs and Minnesota Vikings running back Adrian Peterson.
In the commercial for ESPN's Excellence in Sports Performance Yearly Award, the enthusiastic nominee reads a copy of Chris Claremont and Frank Miller's Wolverine #1 as his teammate Matt Kalil explains, "You can shoot him, stab him, set him on fire -- Wolverine takes a beating and keeps coming back." Naturally, that leaves an opening for Peterson to bring up his nomination for best comeback ... and to don a football helmet, festooned with the mutant's trademark hair and sideburns. There's also a funny cameo by The Wolverine star Hugh Jackman.
The ESPYs ceremony airs Thursday at 9 p.m. ET/PT on ESPN. The Wolverine premieres July 26.