Colgate Celebrates the 'Beauty of Gaps' In a Heartwarming Ad

Colgate Celebrates the 'Beauty of Gaps' In a Heartwarming Ad
News by Roberto Orosa
Published: March 25, 2024

Colgate has unveiled its latest campaign centered on embracing the diversity of smiles.

Titled "My Smile Is My Superpower," the initiative aims to empower individuals to show off their smiles and build confidence, regardless of how they look.

The emotion-driven brand campaign, made together with creative agency VML, features short teasers posted on social media that lead to a 90-second music video titled "The Beauty of Gaps."

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Directed by Alfred Marroquin, the spot kicks off with a woman looking at herself in the mirror, covering the gap between her two front teeth with Colgate toothpaste.

In the next scene, a man lies down on his bed and starts whistling Katy Perry's hit song "Roar." He gets up, looks at his mirror, and shares with the viewers his smile before breaking into song.

A montage of different scenarios ensues, with individuals from various backgrounds celebrating their unique smiles, wherever they are. 

To close the spot, viewers are brought back to the woman at the beginning of the video, with her mother calling her attention. In the end, she removes the Colgate between her teeth and fully embraces her unique smile, realizing it is her very own "superpower."

Between the Gaps

According to Colgate-Palmolive VP of consumer experience and growth Diana Haussling, the musical element was inspired by the insight that people with gapped teeth are often good at whistling.

"Some of the things that you may at first think may not be perfect or ideal, they’re the thing that makes you special," Haussling shared.

"It was really about being inclusive of all smiles. If you have a gap in your teeth, that’s alright. If you have perfect teeth, great. We want you as well, too. It was about celebrating with all smiles and the power that smiles hold."

Inspiring the campaign was a survey conducted by Colgate that revealed alarming statistics.

Nearly 65% of Gen Z respondents expressed feeling pressured to have a perfect smile, with over 85% expressing a desire to change their smiles. Haussling believes that shifting the focus toward celebrating all types of smiles is essential in addressing these concerns.

"This campaign is geared towards Gen Z audiences," Haussling reinstated.

"We've spent over 30-plus years working on foundations of oral health... But as we are going through this journey, we found that it’s not just about oral health. Having confidence in your smile is critical."

Learn how to effectively tell your brand's story through emotional engagement.


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