Colgate's new content series celebrates those who 'smile above the odds'

The brand enlisted 'Like Crazy' director Drake Doremus for docu-style spots

Published On
Apr 14, 2021

Editor's Pick

Colgate is celebrating "those who smile above all the odds" in a new documentary-style content series that represents a more emotive approach for a brand often known for its straightforward product-based advertising. 

Created by VML/Y&R France and Red Fuse Communications, the WPP group that services Colgate-Palmolive globally, the "Smile Stories" campaign initially consists of three films helmed by Drake Doremus, the Sundance Festival Grand Jury Prize-winning director of "Like Crazy." Doremus was also behind the camera for Intel/Toshiba and Pereira & O'Dell's Grand Prix-winning "Beauty Inside" campaign

The campaign focuses on real-life stories: an art teacher tutoring struggling young people with special needs, a restaurant owner working alongside a chef with Down Syndrome, and the founder of the "Adopt-a Grandfather" program, aimed at helping older people, in Spain. The three 60-second stories will live on a digital hub, and more will roll out over the course of the coming year. There is also a 30-second cut-down running on TV in the U.K.

"With this campaign, we aim at championing and empowering courageous smiles: celebrating people who chose to smile and spread optimism around them, inspiring and empowering other people to do the same," said Laurent Cayet, director of integrated marketing communications, Colgate-Palmolive Europe, in a statement. "We want to show that courage and optimism are more contagious than fear.”

“We really wanted to spotlight the real doers—those people who not only face the tough realities of our times with optimism, but are actually doing something to bring more optimism to others,” added Dimitri Guerassimov, co-president and chief creative officer, VMLY&R France. “It’s a tribute to those who help build a future we can all smile about.”

Credits

Date
Apr 14, 2021
Client :
Colgate
Agency :
VMLY&R
Agency :
Red Fuse Communications
Managing Director :
Peter Harrison
Global Chief Creative Officer :
Fred Saldanha
Chief Creative Officer :
Dimitri Guerassimov
Creative Director :
Vitor Menezes
Creative Director :
Ricardo Dolla
Creative :
David Dominguez
Creative :
Vitor Menezes
Creative :
Ricardo Dolla
Business Director :
Bruno Toporovschi
Account Director :
Sindy Ng
Head of Strategy :
Elizabeth Foord
Producer :
Barbara Safarova
Director :
Drake Doremus
Cinematographer :
Marianne Bakke
Cinematographer :
Juan Gonzales
Production Company :
Too late to die young
Producer :
Hervé Humbert
Post-Production :
Two Seven Lab Paris

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