EMEIS DEUBEL: Peter Funch for Colgate

VML's new campaign for Colgate, "Tous les sourires ne commencent pas par un sourire" ("Not Every Smile Starts as a Smile"), boldly redefines oral hygiene advertising by embracing the raw reality of parenthood. The campaign positions Colgate as a true ally for parents in their daily struggle for healthy smiles. Colgate believes that good oral hygiene habits start at home. Building on the success of its educational programs for professionals and past communications, the brand chose to broaden its message to all parents and caregivers. Recognizing its essential role in ensuring beautiful smiles for their children, Colgate reminds everyone that not all smiles start with a smile. The campaign acknowledges the common experience of parents: kids don't like brushing their teeth. Rather than showcasing perfect smiles, the campaign depicts the daily battles of parents: tears, cries, tantrums... an unfiltered reality. But Colgate is there to support them, with dental hygiene products adapted for children, as well as practical advice accessible via QR codes integrated into the advertisements. Shot by photographer and director Peter Funch, the campaign accurately reflects – with a good dose of tenderness – the familiar chaos of so many families at brushing time.