Washington Capitals captain Alex Ovechkin, who has repped international companies like Nike, Gilette, Hublot, Coca Cola, CCM, and Energizer, is now doing work for Johnson’s Baby, a brand that specializes in baby powder, shampoos, and wipes.

Thursday, Ovechkin’s wife Nastya released an adorable Russian language commercial the family shot promoting the company’s new baby formulas.

Video

In a 30-second clip, the future Hall of Famer explains how his life has changed with the birth of his son. Alex and Sergei play hockey as Nastya takes photos and video for social media, acting as if she’s a blogger. Nastya rubs baby lotion on Sergei. Later, Ovi gives Ovi Jr. a bath and puts baby shampoo in his son’s hair.

Here’s the translation courtesy of RMNB’s Igor Kleyner.

Alex Ovechkin: I am Alexander Ovechkin, this is my wife Nastya and son Serezha.

Nastya Ovechkina: Everybody is used to seeing Sasha as a hockey player, a powerful forward.

Alex Ovechkin: When I held little Serezha in my arms for the first time, incredible tenderness was born in me. Tenderness makes us kinder and better.

Nastya Ovechkina: And Johnson got better with new formulas and highest safety levels of ingredients. Johnson surrounds the baby with tenderness from the very birth.

Nastya Ovechkina: Tenderness

Alex Ovechkin: is power

Another 20-second clip was released as well.

“Nastya and I are very happy to be able to tell you about Johnson’s brand for children,” Ovechkin said in a statement to Sovstav. “It seems to us that Johnson’s addresses a very important topic for all parents. Indeed, with the birth of a baby, we discover new aspects inside ourselves. And for myself, I understood the main thing: my real strength is extraordinary tenderness for my son. I try to spend free time with Sergei, we play a lot, I bathe him, together with Nastya we give him a massage, put him to bed. And he loves falling asleep with a stick. All these are very dear to me moments of tenderness that I spend with my beloved family. And I really appreciate them. I want men to know tenderness is strength, not weakness at all. Be strong. And gentle.”

“The idea to use the image of Alexander Ovechkin as the face of a new advertising campaign for Johnsons’s children’s cosmetics for children came to us as soon as we began to think about the key slogan of the brand’s new marketing platform, Tenderness is Power,” added Ivan Ivanov, creative director of the advertising campaign said. “After all, there will be no one else who so vividly personifies this phrase. Alexander is known throughout the world as the most powerful hockey striker, a scorer. And at the same time, thanks to the Instagram of his wife Nastya, everyone knows him as a gentle and caring father. It is the combination of these qualities that allowed us to uncover the fundamental idea behind Johnsons’s updated brand for children.”

According to Sovstav, five videos will be released by the end of May. The commercials will show off some of Ovechkin family’s rituals such as bathing Sergei, playing with him, and putting him to bed.

Headline photo courtesy of Johnson’s Baby