Having already looked thoroughly confused while promoting the "facial fitness" widget on Japanese television last year, Cristiano Ronaldo has now been pressed into starring in a strange and unsettling new advertisement for the latest contraption to hit the market.
From the looks of things, the "Sixpad" is some kind of electronic plate that you affix to your rippling beer gut in order to instantly assume the kind of physique it took Ronaldo many years of athletic training and strict conditioning to attain.
As we say, the advert is a bit of a weird one, with Ronaldo in a now-familiar state of undress as he demonstrates the miraculous toning powers of the pad.
How we wish we could go back and un-see everything we've just witnessed.