VML's new campaign for Colgate, "Tous les sourires ne commencent pas par un sourire" ("Not Every Smile Starts as a Smile"), redefines oral hygiene advertising by embracing the raw reality of parenthood. The campaign positions Colgate as a true ally for parents.
The campaign acknowledges the common experience: kids don't like brushing their teeth. It depicts the daily battles of tears, cries, and tantrums, with Colgate there to support them.
Shot by photographer and director Peter Funch, the campaign accurately reflects the familiar chaos of so many families at brushing time.
