With one of the most-watched televised events in the world occurring this Sunday (the Puppy Bowl Super Bowl), everyone is gearing up for the game—or at least the commercials. But no matter what you’re tuning in for, we think it’s safe to say you’re going to be a fan of this. Throughout Super Bowl weekend, Pantene is running a spot called “I Got a Dad-Do!” that features football players styling their daughter’s hair. How can you not cheer for that?

The ad, along with three online-exclusive clips, show NFL pros DeAngelo Williams of the Pittsburgh Steelers, Benjamin Watson of the New Orleans Saints, and Jason Witten of the Dallas Cowboys playing hairstylist as part of Pantene’s “Strong Is Beautiful” campaign. Each video highlights the fact that fathers who spend quality time with their daughters can have a long-lasting impact on girls’ confidence and self-esteem from a young age, allowing them to grow into strong, successful woman.

We especially love how Watson’s video shows the more sensitive side of football players. For example, at one point he says, “If you’re a father, and you only have so many hours in the day, maybe doing their hair is one of the things you can do to connect with them and build that relationship.” To top it off, he and his daughter Grace end the video with what seems to be their secret handshake. It’s dad-vertising at its absolute finest.

These videos also come at an important time for the NFL, and not only because of the big game this weekend. Controversy has been plaguing the organization for the past few years following multiple reports of domestic violence, most notably, the Ray Rice scandal in 2014. According to the New York Daily News, a recent poll conducted by women’s activist group UltraViolet found that 55 percent of the women surveyed still have unfavorable feelings about the NFL because of how it has handled domestic abuse in the past.

We’re happy to see the NFL has taken its reputation seriously and is celebrating players who take an active roll in their daughter’s lives. The Pantene partnership not only showcases strong family relationships within the NFL, but it’s an uplifting way to spread a great message. Kudos to Pantene and these awesome dads! Our hearts are officially warmed.

Watch the ad spot, below, and head on over to YouTube to see full-length clips of each dad and his daughter.