Colgate advert is a fun story about motherhood: “Smile Fight”
The VML France agency was in charge of the advertising campaign
Colgate’s advert honestly addresses the challenges of children’s oral care.
In motherhood, everything tends to be idealized—until reality hits. Suddenly, what we thought would be a piece of cake turns into a constant struggle, every second of every day.
One of the most uncomfortable moments is forcing a child to do something they don’t want to do but have to—like brushing their teeth. And how can you make someone open their mouth if they’re resisting? The Colgate advert perfectly captures that moment.
Colgate – Smile Fight
“Smile Fight” is the title of the Colgate advert created by the VML agency in France and directed by photographer Peter Funch. The idea is to raise awareness and connect honestly with parents of young children.
The piece shows us three different chaotic morning scenes (which could easily be at night). When it’s time to brush their teeth, the children resist. Screaming, tantrums, crying… because before you can get a charming smile, you have to go through these moments. As the campaign slogan says: “Not all smiles start with a smile.”
Colgate uses this to announce its partnership with the UK government to improve children’s oral health in schools. The program aims to implement supervised brushing in schools and voluntary nurseries, reaching up to 600,000 children aged 3 to 5 each year, especially in disadvantaged areas.
According to Noel Wallace, Chairman and CEO of Colgate-Palmolive: “This is a vital initiative given the current levels of tooth decay among children. We want every child, regardless of their needs or circumstances, to have access to the information and tools necessary to keep improving their oral health every day.”
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