Even though college football is officially underway and the NFL is getting ready to kick off (for real) this week, it’s technically not football season until Tom Brady stars in a brand new commercial for UGG.

Oh and, hey, would you look at that – it’s officially football season!

UGG just released this sentimental new ad which features Brady and his father sharing a “time out” by playing golf, which was apparently a huge part of the quarterback’s relationship with his pops growing up. Strangely enough, the spot never directly mentions footwear, only showing a few close-up shots of shoes during the minute-long ad. Instead, the company puts more emphasis on the emotional analogy and hopes to connect personally with consumers.

It’s definitely a different approach than the Brady UGG ads we’ve seen in the past few years.