The first time I tried out drone racing at CES 2015, it was still a largely amateur affair, with events put on by racing groups or sponsored by companies directly involved in the drone industry. In the year and half since, drone racing has become far more mainstream — securing venture capital funding, million dollar prize pools, and distribution on major media outlets like ESPN. Now big brands are getting in on the action. Mountain Dew announced today that it will be hosting the DR1 Invitational, a "one-hour drone-racing special slated to air on both Discovery Channel and Science Channel."

To promote the race, Mountain Dew created an ad that imagines a new sport: drone hunting. A group of motocross racers chase a drone through the woods, trying to snag it with butterfly nets. It's a savvy attempt to bridge the gap between the extreme sports the brand has been sponsoring since the X Game days and the still-nascent world of turbocharged quadcopters.