Smile Fight

VML's new campaign for Colgate redefines oral hygiene advertising by embracing the raw reality of parenthood and positions Colgate as a true ally.

"Tous les sourires ne commencent pas par un sourire" ("Not Every Smile Starts as a Smile") acknowledges a common experience: kids don't like brushing their teeth. The work depicts the daily battles of tears, cries and tantrums, with Colgate there to support parents. Shot by photographer and director Peter Funch, the campaign accurately reflects the familiar chaos of so many families at brushing time.

Colgate faced the challenge of connecting with parents on a deeper level, acknowledging the often-difficult reality of getting children to brush their teeth.

The campaign was inspired by the insight that good oral hygiene habits start at home, but the journey to establishing those habits is rarely picture-perfect.

VML's creative idea was to move away from idealized portrayals of happy families and instead showcase the real, often chaotic, moments of tears, cries and tantrums that accompany toothbrushing time.

Combining emotional storytelling with practical solutions, the campaign “Not every smile starts as a smile” addressed the UK’s oral health crisis by tackling poor brushing habits at home and in schools. It highlighted the daily struggles of parents, making the issue relatable and engaging. The campaign achieved 1.2M impressions within 24 hours, saw a +35% engagement increase from UK families, and drove a remarkable +65% brand recall for Colgate Kids items. The brushing program is on its way to reach 600,000 children, including those in the most deprived areas.