×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Super Bowl

See Colgate's Official, Pro-Social Super Bowl 50 Ad

By Published on .

Advertising Age Player

Coca-Cola is moving away from its high-minded "Open Happiness" campaign, which took on issues including cyber bullying, to focus more on marketing its product attributes. Is pro-social marketing on the wane?

If so, Colgate isn't going along. It released its upcoming Super Bowl 50 ad on Wednesday, cut down and adapted from an existing 60-second spot. And as promised, it's far less about the product and much more about associating the brand with a responsible message.

The original ad was created by Y&R Peru for the brand in Latin America.

In this article:
Most Popular