A Realistic Take on Family Struggles
VML France brings to life a challenge many families face daily: brushing kids' teeth. With Colgate as the lead brand, the campaign titled “Smile Fight” delivers a raw, emotional, and familiar portrayal of morning and bedtime battles. It’s a far cry from polished smiles—this is real life, complete with tantrums and tears.
With the claim “Not all smiles start with a smile,” the campaign highlights how dental hygiene routines often begin with resistance, especially among children. Instead of glossing over these tough moments, the initiative leans into them—making the message more authentic and relatable.
Backed by the UK Government and Peter Funch’s Vision
The collaboration between Colgate and the UK government signals a strong public-private effort to foster healthier oral habits from an early age. The campaign is part of a broader push to encourage parents to lead by example at home.
Directed by renowned photographer and filmmaker Peter Funch, the digital spot is structured into three chaotic yet touching scenes. These vignettes capture the messy reality of parenting while sending a clear message: good oral health starts at home—even if it’s not always easy.
A Strong Case for Emotion in Outdoor and Digital Ads
Colgate’s campaign is a masterclass in using emotionally charged storytelling to deliver public health messages. It blends digital content with socially conscious messaging—an approach we at BM Outdoor believe represents the future of out-of-home (OOH) marketing.
By addressing universal challenges through authentic storytelling, Colgate elevates its message from a simple toothpaste pitch to a broader narrative about care, family, and responsibility.