In the pantheon of good commercials, I know that a dad holding a baby for 30 seconds isn’t the most compelling and groundbreaking image, but while I was out to dinner last night, the NBA Playoffs were on the television in the corner and an American Express commercial caught my eye.

Admittedly, I didn’t even know that “Work-at-Home Dad” was an American Express commercial until the end — which might be smart. I was hooked in seeing a young father holding his baby, going from his computer to the phone to his laptop. The image reminded me of what it was like when I had a baby in my arms at all hours. So, by the time I saw that American Express was talking about business funding for this work-at-home dad, I was already into the image.

The spot comes from the creative team at Wieden+Kennedy, which has a history of father-centric advertising including two ads featuring Tiger Woods and his posthumous father in 2006 and 2010, a Verizon Wireless ad in 2012, a 2016 Father’s Day spot for Delta, a 2017 spot for Duracell and others.

Will this drive work-at-home fathers to invest in Amex for their businesses? Hard to say. But the imagery is still eye-catching for me, and it’s a great image of a father and his daughter.