The "Today" show's Matt Lauer shot a public service announcement on a social issue near to his heart: fatherhood.
The 30-second spot follows a sneaky Lauer hiding in various places in what looks like his home: beneath a blanket, behind a curtain, in the fireplace and more. As he tip-toes around the house to find new hiding places, Lauer's daughter yells, "Ready or not here I come!"
A narrator says, "The smallest moments can have the biggest impact on a child's life. Take time to be a dad today."
Lauer is known for being a "germaphobe" with a serious Purell habit, so it's somewhat surprising he hid under couch cushions and in a kitchen cabinet while shooting the ad. Jay Leno once mocked him for his obsessive tendencies and played a video of a fake Lauer dousing himself in anti-bacterial lotion on "The Tonight Show."
The ad is the first in a series of PSAs with "Today" hosts. Click over to Ad Week to learn more about Lauer's ad and the campaign.