This morning, Marc Jacobs released a video advertising a new pair of men’s sunglasses. Only wait, what’s that model doing?

The title of the video, “Marc Jacobs: Jack of All Shades,” hints at what you’re in for. The clip opens with a shot of a guy in a plaid shirt from behind while he’s–well, what is he doing exactly? Vigorously petting a small dog? Working out with a shake weight? Ah wait, he’s very obviously….

Cleaning the lenses of his Marc Jacobs glasses. Wait, what did you think he was doing?

Watch the video below: