After years of championing gleaming white, perfectly straight teeth, Colgate embraces the beauty of gaps.
CELEBRATing A RANGE OF SMILES IN MUSIC VIDEO SET TO KATY PERRY’S ‘ROAR’ - Ad Age
In a world where uniformity often overshadows uniqueness, "My Smile Is My Superpower" aims to redefine beauty standards.
the music video.
Advertising tends to reflect society, but in this case, we knew we had to bring a different point of view. That's how this idea was born. Where some people see a flaw, Colgate sees a superpower. Besides being a genuine and contagious smile, the gapped teeth also help you whistle like nobody else.
