George Kittle, the San Francisco 49ers tight end with the ravishing locks, sports a shocking new ’do—bald on top, feathered mane on the sides—in a DirecTV campaign reminding consumers they don’t need a satellite dish to catch football games this fall.

The “Nothing on Your Roof” idea, reinforced by Kittle having no hair on his roof, is the latest in a string of initiatives from agency TBWA\Chiat\Day LA to educate consumers that DirecTV doesn’t just offer satellite technology. By 2023, streaming subscription services became the No. 1 way people watch football, per Statista.

Also read: DirecTV gets Travis Kelce to read bedtime stories to soothe your ‘Sunday scaries’

As part of the campaign, fans can sign up through Oct. 1 for a chance to win a custom “Footbald” helmet signed by Kittle.

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