McDonald's is paying tribute to dads who make the effort to dress up for the kids—including as mermaids and princesses—in a cute Father's Day campaign from the Philippines.

The simple but charming print ads, created jointly by Leo Burnett's Manila and Dubai offices, show Fathers going out to get McDonald's takeout dressed as a mermaid, princess and superhero. The caption is simply "The things we do." 

The ads were photographed by Madrid-based Ale Burset, and the campaign is now running in print and point-of-sale during the lead-up to Father’s Day on June 19.

“There often lies something extraordinary in the most simple, everyday moments," commented Kalpesh Patankar, chief creative officer at Leo Burnett Dubai, in a statement. "We wanted to capture the charming joyfulness of life’s most cherished moments by simply showing a parent and child on their way back home from McDonald's. Real streets and authentic photography become the backdrop for truly happy moments captured in the most understated way, as though through the lens of a passer-by.”