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To the sound of the song “Roar” by Katy Perry, Colgate’s new campaign highlights the importance of smiling regardless of the appearance of our teeth.
According to information from Marketing Directo, the action, which is called “My smile is my superpower” (“My smile is my superpower”, in the literal translation), “breaks a spear in favor of imperfect smiles (and as real as life”).
Instead of opting for beautiful, perfectly white smiles, Colgate’s new campaign goes against everything we’ve seen in toothpaste ads. The brand “appreciates in its latest campaign only the act of smiling, which is worth it regardless of the appearance of our teeth”, the publication points out.
Colgate’s campaign wants people to smile even if their teeth aren’t perfect
The spot for Colgate’s new campaign called “The Beauty of Gaps”, directed by Alfred Marroquin, shows young people from different backgrounds with different smiles as they whistle to the tunes of the music “Roar”, by the singer Katy Perry.
“More than half of young people feel pressure to have a perfect smile. But smiles come in all styles. ‘The Beauty of Gaps’ is a whistling version of the war anthem ‘Roar’ that embraces so-called “imperfections” and celebrates what makes us different. Because the most beautiful smile is the one you have. #SmileSuperpower,” states the description of the ad published on the brand’s YouTube.
“Those things that you might quickly think aren’t ideal or perfect are what really make you special,” Diana Haussling, senior vice president and general manager of customer experience and growth at Colgate-Palmolive, explained to the site. of the internet. “I personally consider the space between my teeth to be part of my personal brand. And I can’t imagine looking in the mirror and not seeing this gap”, he emphasized.
The Colgate campaign is signed by the VML agency and the idea was born after a survey that brought these results: “65% of young people belonging to Generation Z regret that the pressure to show a perfect smile negatively affects their self-confidence. And more than 85% of millennials really want to change their smile,” said Direct Marketing.
“Our campaign wants to promote the inclusion of all kinds of smiles. If you have loose teeth, no problem. And if you have perfect teeth, that’s not a problem either. It’s about celebrating all smiles and the power they carry,” said Haussling. “If you’re at the airport and you smile at someone who smiles back at you, the energy changes. Smiling is a very powerful act and that’s why when we cast for the spot, we wanted all smiles to be represented to inspire confidence in people when they smile,” he added of Colgate’s new campaign.
Photo: Pexels
