Colgate wants everyone to know your smile is your superpower in new campaign
Colgate aims to show everyone, once and for all, that all smiles are beautiful smiles, no matter their size, shape or shade.
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Award-winning actress Uzo Aduba, who proudly sports a gap in her stunning smile, is joining the campaign with a passion for empowering confidence in others.
Together, Uzo and Colgate are setting out to remind people that uniformity does not equal beauty, individuality does.
"When I was younger, I fixated on the gap in my teeth, so much so that it kept me from smiling and being authentically myself," said Aduba. "It wasn't until I discovered that my smile is representative of my family's Anyaoku heritage that I started to see it as a source of confidence and pride. I'm excited to be partnering with Colgate to share my smile story in the hopes of inspiring others to own their smiles just the way they are."
To help the next generation tackle life head-on with a confident smile, Colgate is committed to reaching 250,000 kids in the US with smile confidence resources by the end of 2024 through its Bright Smiles, Bright Futures (BSBF) program. Established in 1991, the BSBF program has reached approximately 1.7 billion children in more than 100 countries across the world. The program strategically partners to reach underserved children and their families where they are born, live, work, learn and play. BSBF promotes health equity, optimal health and well-being, and leads global social impact efforts that empower children and families to achieve healthy and bright futures.
Credits
powered by
- Agency VML/New York
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- Director Alfred Marroquin
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Credits
powered by
- Agency VML/New York
- Director Alfred Marroquin
- Global Chief Creative Officer Fred Saldanha
- Chief Creative Officer Wayne Best
- Creative Director Ana Magalhaes
- Creative Director Amanda Caldari
- Copywriter Kyle Nutter
- Senior Art Director Mariana Ortega
- Senior Art Director Francisco Castillo
- Global HP Greg Lotus
- Senior Producer Jessica Fiore
- Executive Music Producer Theresa Notartomaso
Credits
powered by
- Agency VML/New York
- Director Alfred Marroquin
- Global Chief Creative Officer Fred Saldanha
- Chief Creative Officer Wayne Best
- Creative Director Ana Magalhaes
- Creative Director Amanda Caldari
- Copywriter Kyle Nutter
- Senior Art Director Mariana Ortega
- Senior Art Director Francisco Castillo
- Global HP Greg Lotus
- Senior Producer Jessica Fiore
- Executive Music Producer Theresa Notartomaso
"Our research has shown that when your smile doesn't match the idealised version portrayed in the world, it's easy to doubt its beauty," said Diana Haussling, SVP & GM of Consumer Experience & Growth at Colgate. "We at Colgate know that there is power in every smile, and I am proud that with this initiative we are providing resources to help kids smile with confidence wherever they go."
Fred Saldanha, global chief creative officer on Colgate/Palmolive, VML adds: "Advertising tends to reflect society, but in this case, we knew we had to bring a different point of view. At a time when the pressure for perfection is a reality for many kids, we decided to celebrate those smiles that unfortunately don't fit beauty standards. That's how "My Smile Is My Superpower" was born. Where some people see a flaw, Colgate sees a superpower. That gap between the teeth, besides being a genuine and contagious smile, also helps you whistle like nobody else. It's a true "Roar," heroic and uplifting. Not to mention how incredible it was to see how all these young people who participated in the campaign fell in love with the idea and how they instinctively put on their pop star cape."
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