Alaska Airline’s employees aren’t born. They’re made.

Alaska Airlines is not the most well-known brand. However, they excel in a lot of areas, one of those being customer service. As of this writing, they’ve won the JD Power Award for Customer Service nine years in a row. How did they get so good?

Seattle Seahawk’s Super Bowl winning quarterback Russell Wilson is how. Using the same regimen that keeps him at the top of his game, Alaska employees run drills, learn plays, and, uh, take ice baths. Not only was this campaign designed to celebrate the treatment you get in an industry known for being a little more than horrible, it’s a large thank you to the employees who make good things happen every day.

Step inside a nice, cold bath with America’s favorite quarterback who isn’t Tom Brady.