VML's new campaign for Colgate redefines oral hygiene advertising by embracing the raw reality of parenthood and positions Colgate as a true ally. "Not Every Smile Starts as a Smile" acknowledges a common experience: kids don't like brushing their teeth. The work depicts the daily battles of tears, cries and tantrums, with Colgate there to support parents.
Shot by photographer and director Peter FUNCH c/o EMEIS DEUBEL, the campaign accurately reflects the familiar chaos of so many families at brushing time. VML's creative idea was to move away from idealized portrayals of happy families and instead showcase the real, often chaotic, moments of tears, cries and tantrums that accompany toothbrushing time.
