Beats by Dre, taking an unconventional approach to a holiday ad, dug through some private archives and came up with a montage of images of LeBron James and his son, Bronny, giving viewers a heart-tugging peek into their bond.

Among the visuals: LeBron cuddling with the infant Bronny, play-wrestling with him as a tween and marking birthdays, violin recitals, fishing trips and, of course, basketball games.

It’s not the first time this father-son duo have starred in a Beats ad.