The Very Pretty Cristiano Ronaldo Endorses Baffling Face Strengthening Wand

Ronaldo japan
Real Madrid soccer player Cristiano Ronaldo uses a beauty product during a promotional event in Tokyo on July 22, 2014. Issei Kato/Reuters

Do your facial muscles tire when you try to sustain a fake smile for family photos? Are you disappointed by your non-paparazzi-ready cheekbones? Well, stop trying to strengthen your buns and thighs and start to “shape up, face up!” Real Madrid star Cristiano Ronaldo says you too can have a World Cup-ready grin, thanks to the Japanese facial-strengthening product he’s endorsing.

“In my everyday training sessions, there is one area of my body that I hadn’t been exercising: my facial muscles. That is, until I discovered PAO,” Ronaldo says in the product’s endorsement video. Called PAO Facial Fitness, the product claims to tone facial muscles with “43 degrees of swing,” whatever that might be. Users in the video simply hold the wand in their mouths, bob around and struggle to smile as the PAO flaps around like a trapped bird.

Bloomberg Businessweek reports that Ronaldo has been grabbing endorsement deals of late, from underwear to clear shampoo. But he doesn’t actually use the PAO in the commercial, looking instead at the baffling contraption with the enthusiasm one usually reserves for the dentist’s drill. That’s too bad, especially if you were jonesing for a face-off.