Parents have their kids’ best interest at heart. Sometimes that can mean eating their french fries or taking a few licks off their ice cream cone, according to a new Burger King ad.

The spot, titled “For Your Kids,” praises the parents who selflessly make sure their kids don’t get burned (let Dad try those hot onion rings first), or too messy (Mom can catch that dripping ice cream), all to keep kids happy. By the end of the ad, though, the kids are screaming for them to stop.

The spot promotes Burger King’s “clean menu,” highlighting no artificial preservatives, flavors or colors. The chain’s commitment to “real food” started years ago, kicking off a push to cut artificial additives to certain menu items. In February 2020, a Burger King campaign showed a moldy Whopper, demonstrating its lack of artificial preservatives.

The new spot, from We Believers, will first run in Argentina, and then Europe and Asia.