Robert Lewandowski is the most famous soccer player in Poland and one of the best players in Europe. Head & Shoulders made him an ambassador in a global campaign called "Shoulders of Greatness" for its Eastern European market.
The campaign was very well received by the public, scoring high in the charts for brand recognition and views online. It was even referenced in pop culture and the style of the commercial, which differed slightly from the global campaign, set the tone for many Head & Shoulders TV ads in Europe.