Watch Gus Kenworthy shower off in thirsty new Head & Shoulders commercial

U.S. Olympian Gus Kenworthy is the proud new face for Head & Shoulders shampoo.

“My shoulders carry more than my country’s pride,” Kenworthy says in the new 30-second TV spot which started running a few days ago. “They carry my community’s pride, my family’s pride and pride in myself. Because shoulders were made for greatness…. not dandruff.”

Related: It’s official! Gus Kenworthy is headed back to the Olympics, this time as an out gay male

The commercial is notable for a few reasons: First, there’s a sensual shower scene in which Kenworthy lathers himself up with sudsy dandruff shampoo. Second, there are two scenes in which he proudly waves a rainbow flag.

Related: Gus Kenworthy shows off his very best assets in ultra-revealing NYE photo

Kenworthy recently shared the commercial on his Instagram page, along with the following caption.

You may have already spotted this on TV but I am SO excited to finally be able to share my Head & Shoulders commercial with y’all! Holding up those rainbow colors on national TV makes me feel PROUD! ?????? #ShouldersOfGreatness