Head and Shoulders decided to build a box and tell people to hug whatever comes out of it. A knight, an old lady, whatever, they had to hug it.
And then Lionel Messi came out.
Fan reactions ranged from shock, to overwhelming joy, to suspicion. Most just stared silently, presumably wondering if it was actually Messi seeing as he is 5'7'' and entirely unremarkable in street clothes. He is just some dude ... some dude who might be the best player of all time and OH MY GOD THAT'S MESSI.