We’ll say this about the guys at Nike: they’ve long been skilled at turning the release of a new ad campaign into an event. The footwear giant enjoyed a run of success in the golf space with Tiger Woods, and nothing has changed now Nike is under the Rory era.

With the Northern Irishman enjoying marquee status, and as befitting as a brand that celebrates “the athlete,” Nike has relished elaborating on the dawn-to-dusk training regimen of the fitness-crased winner of four Majors. We love everything about this ad that debuts on the eve of Masters week, although are we really to believe the four-time major champion is chopping his own kale? Must he do everything?