"Hi. This is a video for my kids, the first in a series of instructional videos to help them with life."
And just as we're settling in for some heart-warming tips on staying true to their dreams and finding an exceptional love, Will Reid reveals his first subject - changing the toilet roll.
Never deviating from patient teacher mode, Will demonstrates finding a new roll, removing the old cardboard insert, and slipping the new one on.
"The advanced level would be to put the empty toilet roll holder in the bin," he says, cracking no smile and staying in 'instructional' mode, "but I feel that might be a step too far at the moment."
In the Facebook version, Will adds: "My kids didn't think this would go viral so please prove them wrong!!"
Poor young James and Beth - we can only imagine how many scoldings they've had to drive their dad to social media.
Chin up guys. There's washing up and tidying your room to come…