Colgate celebrates imperfect smiles in new ad

After years of championing gleaming white, perfectly straight teeth, the dental brand is now embracing the beauty of gaps

Created by VML, the new ad comes in response to a survey by Colgate and Censuswide that found that over half of Gen Z “feel pressure to have a perfect smile, negatively impacting their confidence”.

Rather than trying to hide their smiles, the 90-second spot encourages young adults to embrace their gappy teeth. Directed by Alfred Marroquin, who has previously created videos for the likes of Billie Eilish and Dua Lipa, the spot shows kids relaxed and having fun, while whistling a version of Katy Perry’s hit song Roar.

As part of the My Smile is My Superpower campaign, Colgate has also produced a series of activity sheets aimed at kids and young adults, offering practical tips on teeth brushing as well as wider musings on the benefits of smiling.

Agency: VML
CCO: Fred Saldanha
Director: Alfred Marroquin