Not only is he charged with leading Germany to success, but now German manager Jogi Loew has the responsibility of teaching German men personal hygiene techniques as he steps up as the new frontman for Nivea’s ad campaign in the Fatherland.

Middle-aged, well-groomed and generally considered a perfect example of the new-aged male, Nivea have employed the well-known face of German football in seven new ads, in which the national team coach gives a series of short lectures as to why Nivea products are beneficial.

The viral ads can be seen here.