Colgate’s latest European campaign challenges the traditional depiction of perfect, smile-filled mornings. Instead of showcasing children with sparkling teeth and flawless morning routines, the oral care brand embraces the messy, chaotic reality that most families experience every day. Created by VML, the campaign highlights the true struggles parents face, from early morning tears and tantrums to the rare victory of successfully getting their kids to brush their teeth.
Rather than promising flawless mornings, Colgate’s campaign captures the reality that many parents know all too well: most children resist brushing their teeth. The campaign, shot by photographer and filmmaker Peter Funch, offers a heartfelt portrayal of the often-overlooked moments leading up to a healthy smile. Through candid images and scenes of everyday life, Colgate presents the not-so-perfect side of family routines, celebrating the small victories along the way.
The campaign also serves as a practical resource for parents. Integrated QR codes in the advertisements allow viewers to access helpful tips and product recommendations for making the daily task of brushing easier and more enjoyable for their children.
In addition to print media and social media, the campaign will be featured in family-oriented publications, posters near train stations, and residential areas. A 30-second film will also be shared across digital platforms to further spread Colgate’s message.
As part of its commitment to promoting oral health, Colgate has launched an ambitious partnership with the British government. The initiative involves supervised brushing sessions in schools, aiming to reach 600,000 children annually. Colgate has also donated 23 million toothbrushes and tubes of toothpaste, including to underserved areas, helping improve access to proper oral care.
This campaign, created by VML France with media support from Wavemaker, not only encourages better oral hygiene but also acknowledges the everyday realities of parenthood, offering both empathy and solutions to families across Europe.
