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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.

 

Discover BMOutdoor: Billboard Advertising in US and Canada!

Why choose BMOutdoor for your outdoor advertising?

  • Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
  • Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
  • Affordable for all: We offer options that fit all budgets and types of businesses.
  • Sales team at your service: Our passionate sales team is ready to help you achieve your goals.

Do you need outdoor advertising? It remains effective in boosting your brand in the United States and Canada, working in collaboration with digital marketing and other channels.

Outdoor Advertising

Outdoor advertising reaches people where they spend the majority of their time—outside. This includes posters, wall murals, and superboards that captivate audiences as they move through urban spaces.

Transit Advertising

Transit ads make use of public transportation to deliver messages, whether on buses, subways, or train stations. Ideal for reaching commuters in high-traffic areas.

Public Space Advertising

From airports to stadiums, public space advertising places your message in locations where large groups gather, creating strong brand awareness and high visibility.

Digital Advertising

Maximize your brand's impact with digital screens, which offer flexibility and dynamic content that can be tailored to different audiences and times of day.

 

Our services have coverage that extends throughout the United States, Canada, and Latin America. Take your message beyond borders! Contact us today at +1 365-635-5074 or email contact@bmoutdoor.com and let us be a part of the success of your next advertising campaign

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