One of the youngest and most promising esports players, who plays for the Russian club Virtus.pro in Dota 2 discipline – Roman "RAMZES666" Kushnarev – has become a brand ambassador for Head & Shoulders, the world's #1 shampoo*.
A new commercial has been launched as a part of a new promotion campaign for Head & Shoulders Men Ultra product series. 19-year old Roman "RAMZES666" Kushnarev, one of the rising stars of the esports world, has become the main hero of the ad. The video demonstrates, using Roman as an example, that every guy has a chance to be his best if he’s self-confident. No obstacle, even dandruff, may halt his path – he's determined and ready to win and be in the spotlight at any moment.
Despite his young age, Roman "RAMZES666" Kushnarev has challenged the title of the world's #1 player thanks to his impressive achievements and hard work. "I'm flattered to become the face of such a universally acclaimed brand as Head & Shoulders. I've learned from experience that it's always important not to give up but to keep working towards your goal as in the game, as in real life", - the young esports athlete commented on the topic.
If you're the best in your craft, especially in sport, you face the highest level of responsibility. In these moments, even a subtlest of details may impair your confidence, so it's important to keep your hairstyle perfect. Head & Shoulders strive to help everyone feel that confidence and keep their head high. Sometimes, dandruff may get in the way, but Head & Shoulders aim to strike a final blow on this enemy.
Many renowned athletes who are more than just familiar with being in the spotlight used to be the brand ambassadors in the past: the best goal-keeper of FIFA 2006 Gianluigi Buffon, the best player of UEFA Euro 2016 Antoine Griezmann, the champion of 2016 Rio de Janeiro Summer Olympics Daniyar Yeleussinov. The brand leaves the boundaries of the traditional sports in the new campaign, setting sights at the esport territory, where the famous online stars reach the same levels of renown as the footballers and boxers of the real world championships.
*Estimate done by P&G based on Nielsen's research on retail sales data in the period from July 2016 throughout June 2017.