SEC football fans can get ready to see a lot more of Alabama strength coach Scott Cochran this fall.

While you were watching this weekend’s SEC action, Regions’ new “Greatness in the Grind” ad aired, showing Cochran encourage Regions bankers similar to how he motivates Alabama football players in the weight room and on the football field. Football coaches aren’t usually featured in ads, but Cochran being one of the country’s most recognizable strength coaches and his role in the ad make it work. Advertisements from the official conference bank can regularly be seen on the SEC Network.

The ad features a humorous brief cameo from Crimson Tide head coach Nick Saban. The ad has been available for viewing on YouTube since Friday. Check it out below: