Armoury's Jack Laurance directs new Colgate campaign

For many people, access to quality dental care is often taken for granted. In the spot created by Wavemaker, we hear from Raphael, who experienced homelessness at age 17 and is now an employee of Change Please, on how vital it is to have access to dental care as a homeless person.

He explains the significance of the Driving for Change buses, which offer free primary dental care for individuals in London’s homeless communities.

Jack Laurance’s direction, through Armoury, is focused on the human aspect with a great use of close ups, allowing the stories of the people to be front and centre, and these are the stories of real people who have had real struggles.

Colgate – Driving For Change

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Agency Wavemaker/Manchester
Production Company Armoury
Director Jack Laurance

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Credits

powered by

Agency Wavemaker/Manchester
Production Company Armoury
Director Jack Laurance
Media Partner Channel 4
Executive Producer Lauraine Bhuglah
Executive Producer Matt Hichens
DP Ali King
Production Designer Benedict Lack

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Laurance says that the ad “really highlights the basic needs unavailable to people who are having a bad moment in their lives.” Asked if he set out to amplify the voice of the underrepresented, Laurance said that Armoury’s ethos is “to create advertising that has the potential to change people’s belief systems, not just to sell stuff.” He finds a project or a story interesting when they are “stories of real people who had real struggles.”