NFL pros do their daughter’s hair for Pantene campaign

What do NFL stars DeAngelo Williams, Benjamin Watson, and Jason Witten have in common? They have a perhaps surprising talent for styling pigtails, buns, and braids.

The three players star in Pantene’s newest campaign, Dad-Do, which falls under the brand’s “Strong is Beautiful” umbrella and is about celebrating the next generation of strong women.

Just in time for the Super Bowl, these dads have stepped off the field and in front of the camera for four how-to videos that feature them doing their daughter’s hair.

“I don’t know why they make these barrettes so complicated for guys,” Williams says his video with his daughter Rhiya Williams. And although Rhiya looks a bit terrified (and skeptical) of her dad’s skills at the beginning of his twisted pigtails video, but she’s happy with the final look, which has been dubbed the “DeAngelo Williams Curtain Call.”

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Each video includes product recommendations and instructions in a playbook style, making them extra DIY friendly.

“If you’re a father and only have so many hours in the day, maybe doing their hair is something you can do to connect with them and build that relationship,” says Watson in his braided pigtails video.

Research suggests that quality time spent with dad is important in raising girls who are more self-confident, self-reliant, and successful in both school and in their careers.

“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,” says Jodi Allen, Vice President of P&G Hair Care & Color for North America in a statement.

“The quality time spent with their daughters now will foster the next generation of strong and beautiful women.”

This article originally appeared on Yahoo Beauty