What Marketers Can Learn from Colgate’s Latest Campaign: The Power of a Smile in Adversity.
Red Fuse, WPP’s integrated global team dedicated to Colgate-Palmolive, created Colgate’s “Smile Strong” campaign as an example of how a strong narrative and unique approach can captivate audiences and convey a powerful message. This brand film emphasizes the transformative power of a smile in the face of adversity with the heartwarming story of a young man named Airliftz, who continues to smile strong despite enduring relentless hardships due to facial deformities since birth.
This brand film takes an unconventional approach by narrating Airliftz’s life story, primarily from the back, and retracingsignificant, often heartbreaking, moments he experienced. The camera follows him through his childhood, revealing the daunting challenges he has faced. The film then leads the viewer to a powerful and heartwarming moment when Airliftz walks from a dressing room to a stage, where he is greeted by thousands of excited fans. This dramatic contrast showcases how his indomitable willpower and unwavering determination have shattered societal biases, leading him to share his passion with the world.
Airliftz’s poignant narrative was meticulously chosen to inspire and remind Malaysians that with perseverance and a positive attitude, anyone can achieve greatness and alter the course of their life. See Mei Sin, Associate Marketing Director (Oral Care) at Colgate, emphasizes the campaign’s core message, stating that “Colgate believes that everyone deserves a future they can smile about — no matter their age, race, gender, or simply one’s physical appearance. It is our hope that Airliftz’ story inspires an optimistic spirit among Malaysians — that there is true power in our smiles, regardless of our circumstances.”
The campaign’s original approach, which keeps the protagonist’s face hidden throughout the commercial, juxtaposes the harsh realities of his past with the adulation he now receives. Adrian Miller, Chief Creative Officer Malaysia, shares his perspective on this strategy, noting, “In the toothpaste category, we don’t tend to see much deviation from the norm when it comes to brand storytelling. So, we always ask ourselves how to bring a fresh perspective to well-trodden territory. By keeping the protagonist’s face hidden throughout the commercial and juxtaposing the harsh realities of his past life with the adulation he’s receiving in the present, we created a film that will intrigue the viewer.”
view the campaign here:
The “Smile Strong” campaign demonstrates several key lessons that marketers can learn from in creating compelling and impactful advertising campaigns:
1. Authentic Storytelling: The campaign’s power lies in its authentic storytelling. Airliftz’s story is real and relatable, which resonates with the audience on a deep emotional level. Marketers should prioritize authenticity in their narratives to create a genuine connection with their target audience.
2. Unconventional Approach: This campaign stands out by choosing an unconventional approach to storytelling. By keeping the protagonist’s face hidden and utilizing contrasting moments from his life, the campaign piques the viewer’s curiosity and maintains engagement until the end. Marketers should not shy away from breaking away from established norms when it fits their message.
3. Message of Resilience: “Smile Strong” carries a powerful message of resilience, perseverance, and positivity. This message is universally appealing, as it encourages viewers to overcome adversity with a smile. Marketers can learn the importance of crafting messages that inspire and uplift, rather than simply promoting products or services.
4. Empathy and Inclusivity: The campaign Colgate’s Latest Campaign Reveals the Power of a Smile in the Face of Adversity: What Marketers Can Learn
Colgate’s latest “Smile Strong” campaign, created by Red Fuse, WPP’s integrated global team dedicated to serving Colgate-Palmolive, is a shining example of how a powerful narrative, combined with a unique approach, can captivate audiences and convey a profound message. This brand film emphasizes the transformative power of a smile in the face of adversity, with the heartwarming story of a young man named Airliftz, who, despite enduring relentless hardships due to facial deformities since birth, continues to smile strong.
This brand film takes an unconventional approach by narrating Airliftz’s life story, primarily from the back, and retracingsignificant, often heart-wrenching moments he experienced. The camera follows him through his childhood, revealing the daunting challenges he has faced throughout his life. The film then leads the viewer to a powerful and heartwarming moment when Airliftz walks from a dressing room to a stage, where he is greeted by thousands of excited fans. This dramatic contrast showcases how his indomitable willpower and unwavering determination have shattered societal biases, leading him to share his passion with the world.
Airliftz’s poignant narrative was meticulously chosen to inspire and remind Malaysians that with perseverance and a positive attitude, anyone can achieve greatness and alter the course of their life. See Mei Sin, Associate Marketing Director (Oral Care) at Colgate, emphasizes the campaign’s core message, stating that “Colgate believes that everyone deserves a future they can smile about — no matter the age, race, gender, or simply one’s looks. It is our hope that Airliftz’ story inspires an optimistic spirit within Malaysians — that there is true power in our smile, regardless of our circumstances.”
The campaign’s unique approach, which keeps the protagonist’s face hidden throughout the commercial, juxtaposes the harsh realities of his past with the adulation he now receives. Adrian Miller, Chief Creative Officer Malaysia, shares his perspective on this strategy, noting, “In the toothpaste category, we don’t tend to see much deviation from the norm when it comes to brand storytelling. So, we always ask ourselves how we can bring a fresh perspective to well-trodden territory. By keeping the protagonist’s face hidden throughout the commercial and juxtaposing the harsh realities of his past life with the adulation he’s receiving in the present, we created a film that will intrigue the viewer.”
The “Smile Strong” campaign demonstrates several key lessons that marketers can learn from in creating compelling and impactful advertising campaigns:
1. Authentic Storytelling: The campaign’s power lies in its authentic storytelling. Airliftz’s story is real and relatable, which resonates with the audience on a deep emotional level. Marketers should prioritize authenticity in their narratives to create a genuine connection with their target audience.
2. Unconventional Approach: This campaign stands out by choosing an unconventional approach to storytelling. By keeping the protagonist’s face hidden and utilizing contrasting moments from his life, the campaign piques the viewer’s curiosity and maintains engagement until the end. Marketers should not shy away from breaking away from established norms when it fits their message.
3. Message of Resilience: “Smile Strong” carries a powerful message of resilience, perseverance, and positivity. This message is universally appealing, as it encourages viewers to overcome adversity with a smile. Marketers can learn the importance of crafting messages that inspire and uplift, rather than simply promoting products or services.
4. Empathy and Inclusivity: The campaign emphasizes empathy and inclusivity. Colgate’s message that everyone deserves a future they can smile about, regardless of their circumstances, reflects a commitment to inclusivity. Marketers should seek ways to create campaigns that embrace diversity and demonstrate an understanding of their audience’s challenges and aspirations.
In conclusion, Colgate’s “Smile Strong” campaign is a shining example of how a well-crafted narrative and a uniqueapproach can resonate with audiences and deliver a powerful message. Marketers can learn valuable lessons from this campaign, such as the importance of authentic storytelling, breaking away from convention when appropriate, promoting resilience and positivity, and embracing empathy and inclusivity in their messages. Campaigns like “Smile Strong” remind us of the profound impact that a simple smile can have in the face of adversity and inclusivity. Colgate’s message that everyone deserves a future they can smile about, regardless of their circumstances, reflects a commitment to inclusivity. Marketers should seek ways to create campaigns that embrace diversity and demonstrate an understanding of their audience’s challenges and aspirations.
In conclusion, Colgate’s “Smile Strong” campaign is a shining example of how a well-crafted narrative and a uniqueapproach can resonate with audiences and deliver a powerful message. Marketers can learn valuable lessons from this campaign, such as the importance of authentic storytelling, breaking away from convention when appropriate, promoting resilience and positivity, and embracing empathy and inclusivity in their messages. Campaigns like “Smile Strong” remind us of the profound impact that a simple smile can have in the face of adversity.
