In what is probably one of the strongest endorsements ever, Cristiano Ronaldo, the Real Madrid star who scored the last-second equalizer for Portugal against the US in the World Cup, is promoting a Japanese smile exerciser called Facial Fitness Pao, even though it’s pretty clear he doesn’t have a clue how it works, and, after watching the commercial, I’m not sure, either.
As near as we can figure, Facial Fitness Pao must be some kind of smile enhancer. It’s not like cosmetic dentistry, which improves the appearance of your teeth and gums, it’s more like it’s intended to exercise your smile muscles. Maybe the Japanese feel they need this because they’re the nation that smiles the least and therefore might have atrophied smile muscles.
It’s possible that the commercial makes more sense if you know Japanese, but it’s unlikely that it’s more effective. After all, Ronaldo shows in the commercial how much he can do with a soccer ball, but he doesn’t do anything with the Facial Fitness Pao. He plays with it a little bit, but never actually uses it. Instead, the camera cuts to other people using it, and, boy, does it look odd.
The device has a plastic mouthpiece in the center and two plastic arms or wings that make it look like the head of a hammerhead shark or stalk-eyed fly. To use it, you move your head around, which makes the weighted ends of the device flap around. They do a weird little finger-pointing dance during the commercial, which has this Japanese pop song playing, which, says, we think, “I love a smiling face.” After doing this for a little while, the commercial shows people taking the device out and rubbing their cheeks as if, maybe, their muscles are sore, which is what makes us think this must be some kind of smile exerciser.
At the end of the commercial, Ronaldo smiles, too, and laughs a little bit. Maybe he’s thinking, “I dunno what this thing is, but they’re paying me a lot of money to promote it, so I’m happy.”
The main thing we get from this commercial is that Ronaldo has a beautiful smile. It’s easy to see why anyone promoting smile-related products would choose him as their spokesperson. And, I guess, when you’re trying to find a world-famous fitness personality, you could probably do worse. But still it’s a very weird endorsement.
If you’re looking for a beautiful smile, we encourage you to skip the face exercisers and call (310) 275-5325 for an appointment with a Beverly Hills cosmetic dentist at Nicolas A. Ravon, DDS, MSD.