Head & Shoulders is targeting the US Hispanic males by launching a campaign starring one of the most recognized and beloved footballers, Lionel (Leo) Messi, the three time FIFA world player. The campaign, which includes online and TV ads, will be promoting Head & Shoulders Refresh for Men to true fans of soccer.

“The fact that Leo is a fan of Head & Shoulders, and now our ambassador, gives us a tremendous opportunity to be able to create a personal connection with our Hispanic male consumers,” commented Michael Saabia, Brand Manager. The US campaign designed to reach Hispanics across the country, comes as a follow-up of the promotion launched in Latin America this summer.

The international soccer celebrity joins roster of athletes, which starred in the brands advertising— including swimmer Michael Phelps, the most decorated Olympian of all time, with a total of 22 medals (see the hot commercial here) and Super Bowl champion Troy Polamalu (remember the humorous activation fronted by Troy with a hilarious hair-styling?).

For the new celebrity promotion, the brand has launched a redesigned Facebook tab, www.HombreMVP.com, where fans are able to learn more about the product (in Spanish only), and watch commercials starring Messi.

It’s a shame that Head & Shoulders didn’t make anything bigger than a mere promo page—in fact, they could use Lionel for creating a more engaging campaign, like adidas did. Or at least make something similar to what they did with Troy—such hilarious marketing initiatives just can’t be followed by boring promotions.