"Success comes with sweat. But it doesn't have to." – Former German national team footballer Toni Kroos is the striking face of the high-performance "Heat Protect 45°C" anti-perspirant spray from L'Oréal.
The campaign was photographed by Maison Vignaux, with post-production handled by the renowned Berlin-based studio ONE HUNDRED BERLIN.
Does the slogan sound familiar? It plays on the well-known saying, "The gods have placed sweat before success." In other words: you are expected to work hard for your goals—until the sweat pours, naturally.
The campaign cleverly flips this idea on its head: while achieving success requires metaphorical "sweat" (i.e., hard work), the deodorant’s 72-hour protection means you don't have to show it physically or battle unpleasant body odor.
Toni Kroos—a former world-class German footballer and five-time Champions League winner with Real Madrid—retired from professional football following the 2024 European Championship. Since retiring, he has focused primarily on fostering young talent, media projects, and charitable work.
For instance, he runs his own football academy, which operates a physical training center in Madrid and offers digital training for children worldwide via an app. Together with streamer Elias Nerlich, he also founded "The Icon League," an indoor football league featuring a fast-paced, action-packed format.
Additionally, he supports seriously ill children and their families through his foundation. In recognition of his social commitment, he was awarded the Order of Merit of the Federal Republic of Germany—the country's highest honor—in November 2025.
GoSee : tonikroos-stiftung.de + theiconleague.com + tonikroos-academy.com
TEAM
Photos Maison Vignaux
Celeb Toni Kroos
Light by Baptiste Chesnais
Production +EP Films and Nouri Films
Client L'Oreal Paris
Finishing by One Hundred Berlin
