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A trio of NFL dads is taking on more than touchdowns and interceptions in an adorable Pantene ad featuring the pro football players and their young daughters.
"My dad's giving me a 'Dad 'Do,'" says kindergartner Rhiya Williams, the daughter of DeAngelo Williams of the Pittsburgh Steelers.
"I don't know why they make these barrettes so complicated for guys," DeAngelo says while trying to braid his little girl's curly hair.
Promoting the idea that girls who spend quality time with their fathers grow up to be stronger women, Pantene paired these stronger-than-strong dads with their adorable daughters to show that "strong is beautiful."
Not only that, but, let's face it, watching NFL players fumble over their daughters' ballerina buns and "princess puffs" is adorably hilarious and sweet.
The ads, which debuted on Wednesday, will play in select markets during Sunday's Super Bowl game between the Carolina Panthers and Denver Broncos.
"A 'Dad 'Do' comes from the heart," says Jason Witten from the Dallas Cowboys, while trying to put his 3-year-old daughter Landry's hair in a ponytail. (Hair tie: 1; Witten: 0 — just sayin'!)
"There's probably not a whole lot of style," he admits.
Benjamin Watson of the New Orleans Saints, however, has a little more confidence in his "Dad 'Do"—braided pigtails with flower clips on his daughter Grace.
"Who knows? I mean, maybe there's a post-career here," he says while brushing his little girl's hair while she giggles.
The first how-to video is one in a series of four that includes each of the three dads working on a specific "Dad 'Do," all of which include Pantene products.
"We know strength and self-esteem start by building confidence in girls at a young age," says Jodi Allen, vice president of P&G Hair Care & Color for North America, in a statement. "We hope our new series of how-to videos shows dads how easy and fun it can be to spend quality time with their daughters by doing their hair. The quality time spent with their daughters now will foster the next generation of strong and beautiful women."
And that message is supported by the football players themselves.
"When you look in the mirror, who do you see?" Williams asks daughter Rhiya.