Colgate says your smile is your strength
Colgate's new campaign from VML was directed by CANADA's Sheila Johansson.
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Colgate’s latest campaign called Your Smile Is Your Strength in partnership with VML. The campaign celebrates resilience, self-confidence, and the power of a smile.
From its tube’s-eye view in bathrooms across America, Colgate sees the chaos of everyday life and the small moments of hesitation. At a time when nearly 78% of people admit they sometimes forget to recognise their own efforts and inner strength, this campaign reminds people that when self-doubt calls, their smile answers with strength and resilience. This struggle is even more common among Millennial.
Colgate’s campaign, shows how self-doubt can turn into resilience and highlights a smile as a source of personal strength, with 15- and 30-second ad spots. To help consumers find moments of reflection, Colgate is launching mindfulness content with Calm to support you through life’s everyday hurdles.
Credits
View on- Agency VML/New York
- Production Company CANADA/USA
- Director Sheila Johansson
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Credits
View on- Agency VML/New York
- Production Company CANADA/USA
- Director Sheila Johansson
- CEO/Chief Creative Officer Jason Xenopoulos
- Executive Creative Director Jim Wood
- Executive Creative Director Justin Roth
- Creative Director Elliott Graham
- Creative Director Crystal Deuel
- Associate Creative Director Gavriella Zarin
- Associate Creative Director Rachel Edwards
- Senior Producer Jessica Fiore
- Senior Art Producer Karen Blatchford
- Executive Producer Matthew Clyde
- Executive Producer Marta Argullos
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency VML/New York
- Production Company CANADA/USA
- Director Sheila Johansson
- CEO/Chief Creative Officer Jason Xenopoulos
- Executive Creative Director Jim Wood
- Executive Creative Director Justin Roth
- Creative Director Elliott Graham
- Creative Director Crystal Deuel
- Associate Creative Director Gavriella Zarin
- Associate Creative Director Rachel Edwards
- Senior Producer Jessica Fiore
- Senior Art Producer Karen Blatchford
- Executive Producer Matthew Clyde
- Executive Producer Marta Argullos
Gavin Du Toit, EVP Marketing, North America, Colgate-Palmolive said: "Confidence for life's big moments often starts with a simple routine. Whether it's a quiet pause to prepare for the day or a final check in the mirror after brushing, small but meaningful moments often unfold in front of the bathroom mirror and Colgate plays a pivotal role in people's daily rituals," said Gavin Du Toit, EVP Marketing, North America. "With Your Smile Is Your Strength, we aim to acknowledge the daily moments of self-doubt people experience and remind them that resilience often starts with how we show up for ourselves."
Justin Roth and Jim Wood, Executive Creative Director’s, VML added: “When we started out, we asked ourselves what role does our smile play within the craziness of daily life. And we discovered it’s more than just an expression on our face, it’s a mindset, it’s how we choose to face the world every day and all that is thrown at us. So, to some extent, a smile is the shape resilience takes. A symbol of strength. Which is a powerful thing.”
