Bill Burr does not mince words. If you’ve ever listened to this Boston comic’s podcast, you know he loves his dog. He hates bankers. And he has issues with women. But in his head, he’s a great guy.

Burr is regarded as one of the more gifted stand-ups working today. His reputation for killing in both traditional comedy clubs and alternative rooms is hard-earned, and his humor is unparallelled in its cynicism and unapologetic honesty, traits he even embraces in his promotional ad spots it seems.

The clip below is probably one of the most hilarious live reads I’ve ever heard. In it, Burr, slays one of his sponsors (Shari’s Berries), and airs it, on his show, uncensored. Hands down, the ballsiest advertising move, a podcaster has made.